Ritual — Make Your Self
The world talks to women over 50 like they’ve become a person of the past. Make Your Self is a rallying cry for women to commit to themselves at any life stage, and shows how Ritual supports women from the inside every single day. We launched the campaign on Women’s Equality Day and sent the message that every woman who makes themselves is part of pushing the boundaries of all women forward. The campaign and ongoing content lifts the voices of scientists, chefs, musicians, writers, pro athletes, moms and founders who talk about what self-determination means to them on a daily basis.
On Women’s Equality Day, when everyone was talking about equality between genders, we got people to take it a step further and think about what equality looks like between women — regardless of age, background or walk of life. We explored the implicit bias and agism that we all hold towards each other and confronted it with an out of home takeover in New York that made people think twice about their expectations of women.
Make Your Self continues to be a steadfast brand pillar for Ritual, serving as the narrative lens for the impact the product has on people’s lives. It’s made a permanent mark on the brand from ongoing editorial content, social, lifecycle marketing, digital, packaging, print collateral to a quarterly magazine.
Film Edit: Work Editorial
Executions: In-house creative team at Ritual
Magazine Design: Benjamin Critton