context
Young people are shifting away from curated personas, driven by a craving for genuine connection. The rise of BeReal signals nostalgia for intimacy and unfiltered moments online.
insight
In a hyperconnected world, friendship and self-expression reveal themselves through specific choices: who we share with, and how. These choices carry emotional weight and expose how identity is performed.
approach
Had diverse models capture their lives on BeReal. Turned these spontaneous snapshots into temporary tattoos, paired with reflective questions for their friends. This moved digital intimacy into physical space, creating an editorial that treated fleeting moments as material for examining raw emotion.
output
A digital editorial.
*credited with my legal first name.
why it worked
The project felt native to the platform rather than imitating it. The tattoos prompted honest conversation between friends. The result was culturally specific, emotionally direct, and inclusive.
deliverables
Creative brief
Model casting
BeReal coordination
Tattoo design direction
Interview
Social copy