I’m not quite sure if Photoshop Actions are used by retouchers on images like this these days, but the guys at Ogilvy Toronto have produced an interesting stunt reminding creatives, that Dove encourages ‘True Beauty’, by seeding a pre-packaged Photoshop Action that was disguised as ‘Beautify Action’ which when used, reverts any retouching to bring the image back to its original form, along with a message… Cool concept, but slightly misleading!
This is an interesting approach, but ultimately didn’t make an impact on the identified problem. The targeted group is responsible for manipulating the image, but likely not responsible for final product.
Hey guys, does anyone know what is the song used in the video?
http://www.cnet.com.au/doves-photoshop-action-for-reversing-retouched-photos-backfires-339343578.htm
Great idea but unfortunately it won’t work. Designer work for brands – brands request photos to be retouched – dove does this too, as a beauty brand. If Unilever wishes to make a more meaningful impact they should be speaking to the boys in charge, the brand, not their designers.
“Our perception of beauty”? Count me out.
completely misleading, you cannot ‘undo’ actions on other images unless you have the original files + actions. I loved the original dove campaign but this is actually becoming ridiculous, i’ve lost respect for this campaign
if that were me that had downloaded that action to help me with my job, and seen the final meassage, I would have shit all over that #tag. You can’t blame retouchers for doing their job. It’s like blaming steel workers for knife crime. Crap idea.