Fine Print 

Created for Plan International UK, ‘The Fine Print’ turns one devastating truth into something impossible to ignore: girls are born into a set of terms and conditions they never agreed to. From restricted freedoms to reduced safety and bodily autonomy, the campaign reframes gender inequality through the visual language of legal small print, making the invisible contract of girlhood feel brutally official. 

Running across OOH, social, YouTube and press partnerships, the campaign blends haunting simplicity with sharp cultural insight, using AI-assisted production to create hyperreal newborn visuals without involving real babies in the process. Directed by MarySue Masson and voiced by Lena Headey, the work was designed to stop people mid-scroll, mid-commute, and mid-thought, forcing them to confront the conditions girls are still expected to accept from birth.