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Gillette
The Upside
Video | Talent | Editorial | Social
When Gillette Venus wanted to inspire more young women to take up sports, I created The Upside—the world’s first five-a-side team powered by skin positivity.
Gillette Venus challenges bias in women’s sports, using its 'Your Skin, Your Way' message to foster inclusivity. The brand wanted to appear in relevant conversations and coverage, connect with young women, and reclaim its share of voice in the UK.
Many young women avoid sports due to low self-esteem. The thing is, research shows that playing sports—especially team sports like football—builds confidence.
To inspire more girls to take up the beautiful game, I created a platform connecting them with grassroots football stars who had overcome skin insecurities and found confidence on the pitch.
The Upside was the world’s first women’s five-a-side team powered by skin positivity.
It was fielded by a diverse squad of up-and-coming female football stars and brought to life through a series of bold editorial features that lived online and across social.
Following its launch for the Women's Euros in 2022, The Upside evolved into an always-on platform, introducing video series like 'Skin In The Game' to give fans a glimpse into the players’ sporting journeys for the 2023 World Cup.
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