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ⓒ 2026 May Lee(Art)
Shave the Stereotypes
Pretty Qualified
Food Travels
Clarify A.I.
Cloud Lookbook
Super Bowl Leftover
/imagine: outside the box
Harmony

— Personal Procjet
— Also a Traces of Resistance
I’ve lived in New York for 4 years.
In order to fit in, I was told to change.
I was even told to sound like someone else.
But I chose to be myself.

Why do I have to become you?
Is being different that bad?

Difference is not the problem,
but division is.

Celebrate difference.
Find harmony.

1. Print

: We explored various social media platforms and online forums to understand people's perceptions of body hair. What we found were biases, stereotypes, and criticisms such as, “Do women even have body hair?” or, “Not shaving... that's a trans!”

To confront these stereotypes, we chose to showcase their judgmental comments directly on the natural areas where body hair grows. 

 
 
 
 
 
  


2. OOH + Interactive Mobile Page: We hijacked billboards using women's bodies to project stereotypical comments we found on social media flatforms.
Want to erase? Just scan the QR code on the billboards.   
     
 As you scan the QR code on the hijacked billboard, you can engage with our perspective through the mobile pages below.
 

 

 

3. Temporary Tattoos for Athletes

 

: Many athletes want to focus on training before competitions, but they can’t help worrying about body hair. Billie is here to support them.
  
 
 

 4. Social Media Camera Filter
: We extended this campaign to social media, allowing anyone who resonates with our beliefs to participate. Users can reflect stereotypical comments onto their body and freely share their thoughts. Our goal was to bring this issue to the forefront, garner support from like-minded individuals, and ultimately turn many into fans of our brand. 


5. Case Study