be true to you
UMA is a world-class clinic in the heart of Amsterdam. Cosmetic medicine is huge but so are the taboos around it. To get people talking about it we overturned the idea that 'getting work done' makes you fake.
The campaign is built around a simple counter-intuitive thought: Be True To You. Instead of trying to be perfect, cosmetic treatments can help you be more the person you already are.
I was initially brought in to art direct their website but ended up leading an in-house agency and production team. Working with a tiny budget, we established UMA Clinic as Amsterdam's definitive voice on aesthetics, and grew it into a global industry benchmark.
Roles - creative director, art director, photographer, video director
Launch campaign
For some of us, just being yourself is an act of intense courage. Nobody represented this more than Levi and Fan - transgender clients of the clinic who had the courage to never compromise who they were, no matter how the outside world saw them. Instead of launching the clinic with our story, we launched with theirs.
Photography - Carmen Kemminck. Videography - Casper van der Linden. Editing - Doug Hancock. Copy - Henry Scott & Emma Vans-Colina. Design - Rosa Koolhoven. ECD - Gijs Naardin.
Carice Van Houten partnership
We set up an interview and shoot with Game of Throne’s Carice Van Houten for Harper’s Bazaar - providing the magazine with amazing content in return for space to tell Levi & Fan’s stories.
We turned backstage footage of Carice reading her own Wikipedia entry into three teaser videos.
Photography - Marc de Groot. Videography - Robin van Gemeen. Editing - Doug Hancock. Copy - Henry Scott & Emma Vans-Colina. Design - Rosa Koolhoven. Production - Sanne Madelief. ECD - Gijs Naardin.
Brand photography
We wanted to break the codes of the category with an unfiltered style that emphasised character over perfection. We also needed to show a lot of beautiful skin (UMA’s main product). Shoots were structured to produce the maximum amount of assets for usage ranging from brand imagery to social content to how individual treatments could be shown on the website.
Photography - Carmen Kemminck. Design - Rosa Koolhoven. Copy - Henry Scott. ECD - GIjs Naardin.
Client testimonials and editorials
Instagram-friendly content and interviews with real people having their first ever treatment. To break the influencer mould, we street-casted a diverse range of people with interesting back stories. Testimonials were based on strong personal insights.
Photography and videography - Casper van der Linden. Interviews - Christopher Pugmire. Production - Sanne Madelief. ECD - Gijs Naardin.
UMA Academy
Knowledge is beautiful when it’s shared. UMA Academy is a learning platform for future doctors built around a faculty of (very approachable) experts. Techniques, industry insights, alumni testimonials and event FOMO packaged in beautiful clinical imagery.
Photography - Bart Oomes, Christopher Pugmire. Interviews - Christopher Pugmire. Videography - Doug Hancock, Casper van der Linden. Copy - Henry Scott. Design - Rosa Koolhoven. ECD - Gijs Naardin.