BITE Insight

We are consistently, and often unconvincingly, told to love the skin we’re in, whilst being targeted by campaigns fronted by flawless faces with perfect complexions.

Experiential agency Hot Pickle, along with Antidote, worked with global healthcare company Leo Pharma, to counter this impossible idea of perfection. Together they created NY:SKIN, a pop-up gallery and photographic studio in New York, to showcase and celebrate the diversity of skin. The gallery space transitioned into a meeting and educational place for patients, industry insiders and health practitioners. It also connected to a healthcare forum to help people to understand their skin, and the impact that their daily lives have on it.

Antidote commissioned the world famous photographer Rankin to shoot intimate portraits of New Yorkers “embracing imperfections because that’s what makes us all different.” In keeping with Rankin’s renowned photographic style, the portraits weren’t about the person needing to be model-like; they were about representing reality and showing off the imperfect beauty of people’s skin.

Over 15 days Rankin took over 1,100 portraits. Anyone could stop by the pop-up and book a slot with the London-based photographer. They would then become part of the photographic skin census that was displayed on screens around the pop-up gallery.

NY:SKIN gave people a space to feel comfortable to discuss their skin troubles, conditions and general queries. It was about celebrating reality and documenting New Yorkers’ skin, in all its flawed glory.