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Billie: The Rules of Body Hair

Brand
Billie
Date

Jul 2022

Description

Billie’s latest commercial campaign, The Rules of Body Hair, navigates societal beauty standards through a sharp, satirical lens. The narrative unfolds on a staged set where a young South Asian woman engages with an oversized scroll of rules, using the space to critique the evolving expectations placed on body hair. Executing a distinct 1970s aesthetic, the production utilizes Super 8 and 16mm film techniques to ground its visual identity. This retro-inspired, playful approach is supported by layered collage artwork, vintage-style inserts, and a textured, warm-toned color grade. Music and sound design are provided by Wave Studios NY, with creative direction led by the Billie internal team.

Style

Horizontal, Commercial, Playful, Retro

Techniques

Super 8 / 16mm

Industries
Cosmetics
Color
Terracotta
Sage
Background

Living Room

Context

TVC / TV Commercial

Associated creatives

Wave Studios NY
Wave Studios NYMusic / Sound
Rock Paper Scissors
Rock Paper Scissors
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