— Turn Your Back

TikTok's "Bold Glamour" filter surprised the world by becoming one of the first AI-powered filters. The filter replaces every pixel of the face with a standardized beauty image, making it a weapon against the confidence and self-esteem of the biggest filter users: little girls and young women.

Dove invited hundreds of women to fight this trend by taking away its ability to do harm: by literally turning their backs on it.
Creative Director
David Madrid



Instagram Carroussel

This was a call to action for every woman to join the movement against digital distortion, and the world responded.

Even celebrities joined the cause, turning their back, not only on social media, but in front of the cameras at events like the Oscars.