Sephora Australia wanted to show its support for marriage equality in a way that felt authentic to the brand. Bold, progressive, and culturally aware  without becoming heavy-handed.

Rather than delivering a solemn message, we saw an opportunity to demonstrate progress through contrast. So we asked a simple question: what if Sephora hadn’t moved with the times? “Don’t Live in the Past” imagined a version of the brand stuck in outdated beauty standards and narrow definitions of love highlighting how absurd that would feel today.