THE MOVIE
CVS: Filter Detox
Reprise Digital, 2021
Social media is bursting with beauty that's fit for the screen, but people can't stop hiding it! The popularity of filters and editing apps have twisted society's beauty standards beyond recognition. And the mental health of our youngest generations has suffered because of it.
CVS has worked against these damaging standards with its Beauty Unaltered initiative, and in the fall of 2021, it came to Reprise Digital to go a step further. With World Mental Health Day as a launch date, we unveiled the CVS Filter Detox, a 10-day reprieve from filters in celebration of natural beauty and mental wellbeing.
We created a filter for the detox on Snapchat and TikTok to meet our audience on their own terms, partnering with influencers to invite others to join us in embracing beauty unaltered.