SOAR WOMENS CAMPAIGN
As women, we often criticize each other the most. Statistics show that women are frequently the harshest critics of other women. We long for sisterhood, but in reality, we often fail to acknowledge one another. We find reasons to diminish someone’s success. In a world where women are constantly met with high expectations, whether from the outside or within, we want to show that there is strength in support. Because this is still rare.
Nothing feels as powerful as doing a hard workout alongside other women and lifting each other up. It’s not about being cute.
It’s about suffering together, and finding strength in shared effort, recognition, and solidarity.
Photo @jonhjelholt
Video @mikkelstenild
Art direction @hyldstudio
Casting @hyldstudio