This new music video is the pillar asset in a celebratory 20th anniversary for one of the biggest pop and latina artists in the world. In early 2022, Music Business Worldwide reported that catalog music makes up 73% of consumption in the market. Catalog music and intuitive campaign activations can be exciting, innovative, and fresh. This music video fortified the 2002 record Stripped as extremely relevant and progressive, even in 2022.

The 20th Anniversary of Christina Aguilera’s iconic single “Beautiful” and the corresponding album Stripped. We created a new, reimagined music video for “Beautiful” that brought the envelope-pushing original message of the 2002 music video to our social media centered culture in 2022. Our campaign for Christina Aguilera's "Beautiful" music video had a goal of highlighting the continued relevance of the song, 20 years after its initial release. We wanted to encourage fans to connect with the song on a deeper level, and increase streams of the Stripped album, which features "Beautiful." To achieve this, we set a target of increasing Stripped album streams by 20% worldwide during the campaign period of October 10 to November 10 2023. Additionally, we aimed to have a halo effect of a 2% lift in catalog streams worldwide over the following three months. Overall, our goal was to not only promote the "Beautiful" music video

Our campaign for Christina Aguilera's "Beautiful" music video was designed to resonate with the millennial female audience, which forms a significant portion of her fan base. This audience is known to have a nostalgic connection to the song and concerns about the impact of social media on children.

To address these concerns, Christina wanted to convey the message of protecting and looking after our mental health, which we integrated into our campaign. We created a powerful and emotionally charged campaign that inspired Christina's global fan base to share their own experiences and connect with each other on a deeper level.

To amplify the message and reach a wider audience, we partnered with the not-for-profit Trans Lifeline. The result was a powerful and impactful campaign that became a rallying cry for mental health awareness across the world

To celebrate the anniversary of “Beautiful”, we reimagined a new music video to follow up on the themes of the original. With this re-release we wanted to create a film that feels as emotional, provocative and fearless as its predecessor. We wanted to show the interplay between social media, societal messaging, and body image from the perspective of children, adolescents, and teenagers. This film is a love letter to young people in 2022. It’s an acknowledgement of the fact that in the last 20 years social media has totally transformed our relationship with our bodies. Young people are constantly fed images of unrealistic beauty standards. But this film is an act of resilience. We will end with scenes that show the healing power of support, human connection, and positive role models.

• Implementation - We awarded the project to Director Fiona Jane Burgess and production company SMUGGLER London. Everything was shot in two locations in London: Foot Cray Meadows, N Cray Rd, Sidcup DA14 5AG, United Kingdom, and Metworks London, 41-71 Commercial Rd, London, E1 1LA.

• Timeline - The project was awarded at the end of August 2022, and the shoot took place over two days, September 22 and 23, 2022. Post-production wrapped on October 17 and the video was released on October 19, 2022.

• Placement - Christina Aguilera’s official artist channel on YouTube

• Scale - Worldwide Digital Release

The ‘Beautiful’ music video received 6.7 million views on YouTube and was featured in various news outlets like CNN, ABC News, USA Today, Billboard, BBC, People, and Rolling Stone. The campaign led to a 21.44% rise in streaming for her album Stripped. The album streams were above the 200M range during the campaign, with a 13% increase as halo effect in the following three months.

On social media, the campaign generated 1.7 million engagements on Facebook and Twitter, a significant increase from the previous month's 718,000 engagements. Additionally, Christina's TikTok, Facebook, Instagram and Twitter account gained 152,000 new followers combined during the campaign. Videos created by the TikTok community featuring her songs surpassed the billion threshold in view and engagements.

"Growing up with social media in this day and age is absolutely detrimental to one's self esteem and view of their own body." – Sarah, New York Times "What Students Are Saying About How Social Media Affects Their Body Image". In our global society, underrepresentation in the media, online and within the beauty industry is still a huge issue, and with more images than ever circulating online, it’s virtually impossible to control what images people consume. This in turn has created an online world which can be as positive as it is volatile. We aimed to explore the tension between progression versus regression in terms of beauty standards and how our cultural relationship to it has evolved in the last twenty years.