Rimmel London: I Will Not Be Deleted

Pulse Films director Nez helms this powerful spot for Rimmel, in which young people share their stories of being targeted by trolls for not meeting conventional beauty standards. 

The hero film kicks off the brand's #IWILLNOTBEDELETED campaign, created by BETC London, which aims to combat the issue of beauty cyberbullying. 

“Rimmel is a brand that believes everyone should be able to fearlessly express and be themselves, without fear of judgement, criticism, or shame," explains Rosie Bardales, BETC London's CCO and partner. "That’s why they commissioned a global study to investigate the problem, revealing that, last year alone, 115 million images were deleted from social media because of beauty cyberbullying. Realising the full scale of the problem, we created an awareness campaign focused around giving its real victims a voice. 

But every cyberbullying story is different. So, for this campaign, we cast fourteen real people from across the world, each one with their own experience to tell. Hearing these stories, and feeling passionately about our cause, campaign ambassadors Cara Delevingne and Rita Ora helped amplify our cast’s voices further by using their platforms to bring the problem of beauty cyberbullying to the public’s attention. We captured the essence of many of our cast’s stories in our hero film, encouraging viewers to learn more via our campaign hub where they could discover film content that explores their experiences on a deeper level."

Stay tuned for a director Q&A with Nez in the coming days.