Responsible for: Art Direction & Concept Development.
Women that use Slimfast - or any dieters for that matter - say their goal is to be healthier and feel great. That's not what they're really after. The truth is far more interesting.
These films launched the new Slimfast brand position of, "Let's Be Honest." Encouraging women to get what they really wanted and stop pussy-footing around the real reasons they were trying to lose weight.
Keeping in mind some of the honest motivations of why a woman decides to go on a diet, we explored the effect of what a little "slimming" can do to a woman's confidence in Print ads.
Copy: Tara Lawall
Directed by Ted Melfi
Photography: Tim Richardson