DIONNE LOFTUS | Dove

We’ve partnered again with director Dionne Loftus on a new Dove campaign for Ogilvy, that takes direct aim at the increasingly extreme world of social media skincare. Elaborate routines, unusual tools, and yes, kelp, all get their moment before the spot strips it back to a simple truth: Dove is face-grade skincare for your underarms, and nothing more is needed.

Shot over four days across multiple bathrooms built from scratch by Sets Appeal, the production was as much about atmosphere as aesthetic. Produced by Richard Carter Hounslow, the project called for the kind of care and sensitivity in casting and directing real, non-professional women that is a Fresh Film speciality, and precisely what a brand with Dove’s commitment to authentic representation demands.

Dionne Loftus reflects on what drew her to the project: “Dove has such an incredible history, especially when it comes to casting real women who’ve never been in front of a camera before. They’ve always approached things with so much care around diversity and inclusivity, it’s the reason I’ve wanted to work with them for so long.”

On reuniting with us, she adds: “There’s already that level of trust and familiarity, which made everything feel relaxed and collaborative from the start. That atmosphere made a real difference for the women on set.”