Is this the ultimate Photoshop fail? We think it is.

By NICKY CHAMP

How do you get art directors and photo retouchers to STOP digitally manipulating images of women in advertising?

LIKE THIS.

If you can’t watch the video right now; bookmark it, write a note on your hand, tie a knot around your finger, DO ALL THE THINGS because it is one of the best things you’ll see today.

In short, beauty brand Dove is continuing their long-running Real Beauty campaign with this latest chapter: Thought Before Action, aimed at creating change within the advertising and photo retouching industries.

The creative team made a Photoshop action (a downloadable file that applies an effect to a photo with a single click) and distributed it on graphic design forums and websites that appeared to be a tool to add a glowing effect to be used on model’s skin, flowers etc.

BUT -and here’s the genius bit – the action actually reverted the photo the designer was manipulating back to its original state along with this message, “Don’t manipulate our perceptions of real beauty” @Dove Canada #Dove PostitiveChange.

Dove (and their creative agency) have made some pretty powerful advertising campaigns through their Real Beauty initiative, take a look at this:

Comments closed by moderator at 8.40am, Saturday 9 March