L'Oreal Paris

Since its inception in 1971, “Because I’m Worth It” has become one of the most iconic slogans in the beauty industry, championing self-confidence and the belief that every woman deserves to feel valued. In honour of International Women’s Day, we created a local campaign for L’Oreal Paris that features a Canadian woman who’s broken the glass ceiling in one of the most male dominated sports: hockey. Starring Jessica Campbell, Assistant Coach of the Seattle Kraken and the first woman to coach in the NHL, this is a manifesto film that empowers women to ignore that voice of self-doubt and embrace their worth.

Art Director: Melissa Powell
ECD: Dave Roberts
Director: Lucy Sandler