A Badass Heroine (Literally) Fights Feminine Stereotypes in This Unusual Beauty Ad

Joan Creative Debuts Campaign for Julep That Also Includes a Video Game

By Alexandra Jardine. Published on Nov 03, 2017

Editor's Pick

An unusual campaign for beauty brand Julep sees a kickass woman literally fighting her way through stereotypes and emblems of femininity.

Created by Joan Creative, and directed by Alex Prager, the spot sees the heroine kickboxing her way down a suburban street against social media icons, beauty magazines, pink clothes, high heels and even a washing machine.

The campaign's tagline is "Throw Anything At Me", and as well as the film it includes a video game, where you get to control the heroine kicking the objects out of her way.

According to the agency, the campaign was inspired by Julep founder and CEO Jane Park's quest to create a beauty brand that champions the type of creative problem solving women do every day to overcome pressures and expectations--from the beauty industry, society, and even within. The agency's research found that, despite feeling pressure from unrealistic beauty standards, women feel that putting on makeup makes them feel more confident to brave their day.

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Nov 03, 2017
Joan Creative
Chief Creative Officer:
Jaime Robinson
Executive Creative Director:
Dave Canning
Art Director:
Line Johnsen
Dayna Uyeda
Executive Producer:
Joyce Lee
Chief Executive Offier and Founder:
Jane Park
Vice President, Marketing:
Karin Combs
Alex Prager
Production Company:
Ways & Means
Executive Producer:
Lana Kim
Executive Producer:
Jett Steiger
Line Producer:
Cedric Troadec
Production Company:
Arts & Sciences
Executive Producer:
Marc Marrie
Marc Marrie
Arcade Edit
Kim Bica
Assistant Editor:
Fernando Raigoza
Alexa Atkin
Managing Partner:
Damian Stevens
Sofie Borup
Alexandra Lubrano
Visual Effects and Finishing:
Creative Director:
Steve Mottershead
Lead Flame Artist:
Emily Bloom
Flame Artist:
Aska Otake
Flame Artist:
Phil Akka
Flame Artist:
Jesper Nybroe
Flame Artist:
Chris Memoli
Flame Assistant:
Ben Elliot
Nuke Artist:
Dayung Jo
Motion Graphics:
Tom Bourguet
Janine Conway
Head of Production:
John Skeffington
Original Music and Sound Design:
Squeak E Clean E. Productions
Original Composition:
Justin Hori
Sound Design:
Drew Fischer
Executive Producer:
Amy Crilly
Audio Mix:
Significant Others
Audio Engineer:
T. Tate
Kyra Hendricks
Type Design:
Samarskaya & Partners
Type Design:
Ksenya Samarskaya
Development and Digital Production:
Development and Digital Production:
Clayton Partridge
Development and Digital Production:
Lucy Foster-Friesen
Royal Academy of Illustration & Design
Juan Carlos Solon
Sound Engineer:
Resolve Audio
Sound Engineer:
Simon Edwards

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