As advertising has traditionally ostracised anything but perfectly skinned models, it took us a month to find our cast of non-actors with active skin issues, having to dive into online skin support communities and social media groups. With skin issues long being linked to low self-esteem, it was a challenge to find people brave enough to bare their skin and accept however it looked on the day without make-up or retouching.

We saw over 291 people, who were proud of the idea of seeing people like themselves represented in skincare advertising. We worked hard to make the casting process a supportive space knowing that it would be their first time and talking about issues that had caused them pain.

It was crucial that we cast a range of people different audiences could identify with, showcasing multiple problems including acne, eczema, scars and allergies as well as multiple ethnicities and ages.