RealSelf came to us wanting to boost their social media presence, so I took a deep dive into their community to get a better sense of who they were reaching. I spent some time on their website, reading real stories from people before, during, and after their treatments. What stood out to me was how everyone had their own unique reasons for seeking treatment—whether it was a guy who always wore a hat, a woman who avoided smiling in photos, or a guy who never took his shirt off in the pool. At the end of the day, they all just wanted to feel happy, confident, and comfortable in their own skin.

I also noticed that RealSelf hadn’t used any couple photos before, so I thought that would be a nice addition.

For the social media content, I wanted to focus on three main ideas:

1. Candidness – The photos should feel like they were taken by someone with a good eye, but not too polished—like elevated Facebook photos.

2. Subtlety – The procedure or body part shouldn’t be the focal point. Instead, the focus should be on the person’s confidence, happiness, or the story behind their transformation—without giving away exactly what work was done.

3. Story – No posed models. I wanted people to be captured in real-life moments, doing something authentic and interacting naturally, so the whole thing felt genuine.