Dove Pit Stop
Dera Lee Productions 2023
Charged with continuing Dove’s commitment to redefine beauty standards, we brought to life a subway-inspired “pit stop” pop-up encouraging women to #freethepits. A recent study conducted by Dove found that 8 in 10 women believe their armpits don’t look, feel or sweat like “the ideal”, and 6 in 10 women judge other women for their armpits. To augment Dove’s powerful new pit-focused ad campaign, we took to the streets of NYC – where passing judgment and uncomfortable subway stares are easy to come by. Our pop-up encouraged women to take back their power and confidence in their underarms and embrace their pits.
Creative Direction | Lead Designer
Photos of the Installation
