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.