CLEAR Nothing to Hide
To launch its new brand positioning 'Nothing to Hide, CLEAR partnered with celebrity photographer Scott Woodward to launch an integrated campaign providing women with exclusive tips to take flawless headshots
from any angle.
Having nothing to hide in our 'always on' life means presenting a flawless persona and with this CLEAR
is providing a platform for them to share and expose these to the world.
With CLEAR’s innovative Nothing to Hide app, women received these tips in on-the-fly and real time as they shot (and shared) flawless headshots of themselves with the most popular camera in use today: the mobile phone.
In a series of intimate online films, Scott also takes the viewers behind the scenes at three photo shoots and shares his professional point of view on taking the perfect self-portrait, mirror shot and group shot.
Users are encouraged to submit their flawless headshots under the #NOTHINGTOHIDE to win an exclusive phoot shoot with a professional fashion photographer.
Client: CLEAR, Unilever
Creative Director: Matt Cullen, Mark Taylor
Art Director: Ferooze Tabrani
Art Director: Ferooze Tabrani
Copywriter: Elena Fletcher
Users are required to snap a photograph in order
to get more personalied tips based on their face shape.
To unlock more tips, users are required
to take and upload more of their flawless headshots.
The campaign destination page is housed on Facebook
where users will be directed to view the video tips, download the app
and participate in the competition. It is also where all the user submitted
flawless headshots are aggregated under the #NOTHINGTOHIDE.