BOOBS OPTIONAL. BADASS MANDATORY.

Client: Keep A Breast Foundation

Problem: Breast cancer survivors who've had double mastectomies get framed as patients or heroes — never just as women. The narrative strips their identity and replaces it with a cause.

Solution: Put them front and center, exactly as they are — flat, scarred, unbothered, and completely unapologetic. When a woman like this tells you to check yourself, you listen.

Idea: "Boobs Optional. Badass Mandatory." Five women. Five stories. One illustration that stops people in their tracks. Not about what was lost — about everything that stayed.

My Role: Concept, strategy, copy, art direction, and full deliverables system — built from scratch as a spec project.

Execution: A five-woman OOH portrait system, social story carousels, landing page takeovers, and a guerrilla stencil campaign — all built around one visual device and one platform idea.

Impact: Centered survivors in their own story — and gave every woman watching a reason to pay attention. Not a charity campaign. A cultural moment built on the org's own DNA.

Support Keep A Breast → keep-a-breast.org/give

Spec project, photography used for directional purposes. Final imagery would be custom shot.