side project+Depend
Depend on you
2025
AD campaign
Sideproject
Role/
Art direction, Design, Ideation Insight
Many seniors feel embarrassed, sad, or even depressed about needing adult diapers. As a result, they hide it, treating it as something shameful.
Idea
By portraying seniors wearing Depend in stylish, confident, high-fashion imagery, the campaign reframes adult diapers from something embarrassing into something empowering.
Wearing Depend is not something to hide—it’s something that allows people to continue living freely.
Message
The problem isn't Depend.
It's the shame around it.
Reveal Your Depend.
2025
AD campaign
Sideproject
Role/
Art direction, Design, Ideation
AD campaign
Sideproject
Role/
Art direction, Design, Ideation
Insight
Many seniors feel embarrassed, sad, or even depressed about needing adult diapers. As a result, they hide it, treating it as something shameful.
Idea
By portraying seniors wearing Depend in stylish, confident, high-fashion imagery, the campaign reframes adult diapers from something embarrassing into something empowering.
Wearing Depend is not something to hide—it’s something that allows people to continue living freely.
Message
The problem isn't Depend.
It's the shame around it.
Reveal Your Depend.
Many seniors feel embarrassed, sad, or even depressed about needing adult diapers. As a result, they hide it, treating it as something shameful.
Idea
By portraying seniors wearing Depend in stylish, confident, high-fashion imagery, the campaign reframes adult diapers from something embarrassing into something empowering.
Wearing Depend is not something to hide—it’s something that allows people to continue living freely.
Message
The problem isn't Depend.
It's the shame around it.
Reveal Your Depend.
We paid homage to the iconic visual language of Calvin Klein campaigns,
translating their bold, minimalist, hip vibe to senior models wearing Depend
The portraits were then presented in the same large-format billboard style
often associated with that brand
‘Depend Fit’
What we often call a “granny fit” is, in many ways, also Depend’s fit.
So instead of hiding it, it is time to make it iconic.
Built on body positivity, this activation features Depend’s real core audience in a more honest and visible way. By collaborating with high-end, culturally relevant brands, the campaign aims to shift perception through style—reframing a silhouette once associated with shame or aging into one that signals confidence, attitude, and self-ownership.