"Mabrook Kbirti"
A phrase that means congrats you're a woman, that is still said to young Saudi girls until this day. The moment they go through puberty they're expected to turn from young girls into women. With this comes an incredible amount of pressure to look and act a certain way. This pressure comes mainly from family members, but that phrase really means, "you can't act or look like a kid anymore".
Dove wanted to stop putting pressure on girls, so they asked us to develop a film to tackle the issue. The challenge being is it will be launching in Saudi, so we had to approach this issue with grace, without saying the word period.
I worked with a strong team of women to create a beautiful and truthful film, that answers the problem while still making it impactful.
