CASE STUDY: This Is Beautiful
Creative Director and Executive Producer
Created by Amanda Koster (with a lot of support!), This Is Beautiful is an interactive media project showcasing the innate beauty of all women, regardless of age, race, ability, and size. This Is Beautiful spurred dialogue about women’s bodies and the lack of realistic images of women in media, a critical factor in the rise of eating disorders and distorted body image.
Business challenge: Throughout my professional photography career, most women were worried whether they would ‘look fat’ in their photograph. I attributed this to the bombardment of images depicting irregularly slim women. Therefore, I wanted to create a body of work and a movement that equally bombarded the viewer with normal looking women and their ideas around body image.
Approach: I interviewed over 30 women about their body image and where they thought it stemmed from. I also researched eating disorder data that spanned various ages, ethnicities, abilities, and cultures. I concluded that photos would not thoroughly illustrate this topic and I wanted to include video interviews and text in the body of work.
From there I authored a call-out and questionnaire to recruit participants. Pulling from my photography background I authored fully transparent model releases and questionnaire.
I was awarded over $20k in artistic grants, in-kind donations, and procured over 15 sponsorships. I also recruited and managed a team of seven throughout the project.
Results: My team secured over $15,000 of in-kind donations in USA and Canada, including Kodak, Glazers, and PhotoLab. As Creative Director and Executive Producer, I led a production team of seven camera technicians, project managers, editors, and site scouts. We recruited approximately 100 volunteer participants from USA and Canada for photos shoot by leveraging social and traditional media outlets and local relevant non-profits and organizations. We produced five interactive exhibitions in USA and Canada. I was invited to speak at numerous meetings and media events, including FOX News, and over 10 international universities.