THE ORDINARY CAMPAIGN
YEAR: 2025
ROLE: A LIL' BIT OF EVERYTHING
STRATEGIST, DESIGNER, PHOTOGRAPHER & ART
DIRECTOR
This campaign encourages women experiencing skin conditions to question traditional beauty standards while incorporating an Americana theme to reflect the pressure and stress of today’s cultural climate in America.
This campaign encourages women experiencing skin conditions to question traditional beauty standards while incorporating an Americana theme to reflect the pressure and stress of today’s cultural climate in America.
This campaign encourages women experiencing skin conditions to question traditional beauty standards while incorporating an Americana theme to reflect the pressure and stress of today’s cultural climate in America.
Featuring a play-on-words of “out of the ordinary” phrases and experiences that are normalized in America and specific to the beauty industry, it provides an ironic take on how unrealistic beauty ideals have become a norm, encouraging self-acceptance over perfection.
Use a coin or your finger to scratch away your worries or your stress. Or hey, maybe it just means you're getting 20% off in-store. You decide.
What makes this campaign especially meaningful to me is that I led every aspect of its creation. Filling every role helped me realize that my strengths lie in art direction and production. Specifically, using those skills to create work that challenges norms and has a positive cultural impact. I often think about “little lucy” when I explain this campaign because the messaging is what she needed to hear in middle school.
I hope to impact those “little lucy’s” or those “big lucy’s” who are in the same place.
Let's spark up the conversation
lucyyruppert@gmail.com