European Wax Center had a polished image, but it could also feel a little “you can’t sit with us.” The assignment was to open that world up, to make the brand feel warmer, more inclusive, and still every bit as desirable.

We made Revealing You less about a big campaign conceit and more about a feeling: a group of women on holiday, completely at ease in their own skin. The product story was there, but the mood did most of the work.

Also, the client really wanted to go to Rome. Happy to oblige.