David Reviews

 "You're not an artist, Peggy. You solve problems." Don Draper.

ASHLEY ARMITAGE JOINS PRETTYBIRD
30 September 2020

There are few demographics more capable of enacting change than teenage girls, and Ashley Armitage harnessed this power when she began to take photos and direct films at just fifteen years old.

Her goal (both then and now) is to eradicate the 'cookie-cutter stereotypes' and unrealistic aesthetic expectations foisted on women by the film and TV industry, of which advertising has historically been one of the worst offenders. Joining the Prettybird roster proves that she's already doing a bang-up job.


I began taking photos with the intent to help dismantle (or at least help broaden) the beauty standard.

 ”

Eschewing traditional casting and encouraging diverse body types and traditional adland no-nos such as body hair, imperfect skin, and generally not looking like a model, Armitage's campaigns are a consistent breath of fresh air.

For example, her zippy ad for skincare range Zitsticka rejects the influencer-driven notion of adhering to a strict beauty regime at all times. Sometimes makeup doesn't get removed, diets are cheated on, and the best intentions go down the drain because life, well, happens. Armitage's relatable and warm film assigns no blame for that, reminding audiences that whatever their body looks like, it's worthy of the screen.


It's this rawness and commitment to no-filter imagery while still maintaining a campaign's charm which drew Prettybird's attention, as Armitage's honest realism and genuine talent are a vital addition to an industry which is increasingly conscious of its social responsibility.

Prettybird UK's Head of New Business, Mia Powell, says: "I came across Ashley’s incredible Billie Razor’s Campaign in 2018, I’ve been obsessed ever since. It has been incredible to watch her grow and refine her work across the last year and a half and it brings me such joy to have signed this exceptional young talent to our global roster".


The shaving commercial in question was the first to actually show female body hair onscreen, giving Armitage's cool and collected visuals an extra punch to complement their polished composition.

As she prepares to enter the UK market, Armitage makes it clear that her commitment to inspiring the next generation of female filmmakers is as strong as ever.

"Growing up, there wasn't a lot offered to me in terms of diversity in the media," Armitage explains. "I began taking photos with the intent to help dismantle (or at least help broaden) the beauty standard. I took pictures of my friends, of the real people with real attainable body types, skin tones, and gender presentations around me, and I still continue this today".

For more information on Ashley Armitage, get in touch with Mia Powell at mia@prettybird.co or ring the team on 020 3468 9417.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.