Campaign Spotlight

Campaign Spotlight: ‘What If We Stopped Apologizing for Looking Like Ourselves?’ Billie and PRETTYBIRD UK Video goes Face-to-face

LONDON, UK – Creative think tank PRETTYBIRD UK has produced an Instagram film for its new client, women’s razor subscription service Billie Razors. The film captures how body image anxiety associated with social media has increased with lockdown video calls.

PRETTYBIRD UK was asked to make the film during the COVID-19 lockdown, working around restrictions placed on filming during quarantine and relying on remote production. The film has already had close to 80,000 views.


Billie Razors Co-Founder Georgina Gooley came up with the idea for the campaign after noticing that every Zoom work from home meeting began with people apologizing for the way they looked. Part of that comes from being “face-to-face with your own face, so much more often than you would be if you were just working in a normal office,” she said.

The shoots for this campaign were done over Zoom, featuring people filming from their homes in the USA, UK, Israel, Spain, and Russia. To try to capture a more natural interaction between people, the participants were asked to recruit their friends to join the calls, giving the campaign an authenticity that wouldn’t be achieved using actors.

Billie Razors is a revolutionary new clean beauty brand making a name for themselves for redefining the conventional definition of beauty. After noticing that women were overpaying for razors and being shamed for having body hair, they removed the “Pink Tax” and showed body hair removal on screen. Billie’s main demographic is comprised of women and non-binary in the 18–35 age range.

PRETTYBIRD UK Head of New Business Mia Powell said, “We’re so thrilled to be working with Billie who are becoming one of the key players in the sustainable beauty industry. It’s been great to work with a brand who are succeeding in moving the conversation forward and reshaping beauty ideals. We are looking forward to collaborating with them on more campaigns that reflect their ethos of rethinking the way we define and visualize beauty in the future.”


Brand: Billie @billie
Production Company: PRETTYBIRD UK @prettybirdpic
Exec Producer: Juliette Larthe @juliette_larthe
Producer: Ted Thornton
Production Manager: Benji Landman @benji.landman
DIT: Michael McDuffie
1st Assistant Director: Bryony James @bryonyjames_
Editor: Ellie Johnson
Edit House: TenThree
Colour House: Black Kite
Colorist: Richard Fearon

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