Dove has launched a new campaign celebrating natural beauty and self-expression, placing the spotlight on its aluminium-free deodorant in a visually striking short film directed by Mary Fix, in partnership with Fresh Film. Filmed in the heart of London, the campaign brings together Dove’s mission-driven ethos and Fix’s bold, contemporary visual storytelling.
Known for her ability to explore identity and emotion through cinematic imagery, Mary Fix infuses the film with her signature aesthetic—a blend of elegance, authenticity, and youthful energy. Her direction transforms the product story into a wider message about embracing individuality and redefining conventional standards of beauty.
The campaign highlights the features of Dove’s aluminium-free formula, designed for consumers who prioritize wellness without compromising on efficacy. With a focus on gentle care, the deodorant aligns with Dove’s ongoing commitment to offer products that support both body confidence and skin health.
Set against London’s dynamic urban backdrop, the film captures diverse voices and faces, reinforcing the brand’s inclusive vision. From movement to mood, each frame is crafted to reflect the modern woman’s rhythm—confident, expressive, and unapologetically herself.
“This collaboration allowed us to elevate the everyday ritual of self-care into a narrative of empowerment,” says a spokesperson for Dove. “With Mary’s creative lens, the campaign becomes more than a product showcase—it becomes a portrait of beauty in its most sincere, contemporary form.”
With this latest project, Dove continues to position itself as a leader in purpose-driven beauty, using film and storytelling to champion real people, real bodies, and real choices. Through Mary Fix’s lens, the aluminium-free deodorant is not just a personal care product—it’s a statement of self-love.
