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Overview

Award-winning playwright Neil LaBute’s drama was an Off-Broadway transfer about a couple whose relationship falls apart when the woman hears that her boyfriend has said that she has a “regular” face. The central theme we focused on was America’s obsession with physical beauty, and we approached the art and subsequent campaign in an unconventional way.  We held a casting call for “regular people”–not models–and photographer Howard Schatz shot an incredible day of people at their most vulnerable: nude, flaws and imperfections exposed and unretouched.  A subsequent subway campaign and street snipes helped pique curiosity about the upcoming Broadway show.

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