The Dream
The dream was to celebrate the authenticity of each woman’s story, making their voices heard, and capturing the raw moments of self-discovery and growth. Through this project, we aimed to empower women by showing them that their stories are worth sharing, helping them connect with others, and reminding them of their own strength and purpose.
The Challenge
Launching a bold visual concept that celebrated women as they are, not how they’re often portrayed
Creating a safe space for vulnerability: emotionally and physically
Capturing editorial-quality imagery while staying true to the raw, unfiltered nature of the concept
Translating personal stories into visuals that resonated far beyond the camera
The Vision
Behind the Canvas marked the first collaboration between Her Why and More Than a Woman—a powerful visual campaign and editorial project exploring women’s inner fire and truth.
Built around the idea of what’s your why?, the concept gave space for raw expression. Women were invited to share their stories without filters, visually through intimate, minimalistic photography, and emotionally through interview-driven narratives.
The Storytelling Approach
Minimal Set, Maximum Emotion: Women were photographed naked behind a canvas, symbolizing both protection and exposure. The visual simplicity allowed their essence to take center stage.
Honest Storytelling: Each participant shared her ‘why’ through in-depth interviews, which were used as part of both the visual and written storytelling.
Real Women, Real Connection: No models. Just real creators and entrepreneurs showing up fully: setting a new standard for storytelling campaigns.
Co-Creation & Trust: The campaign was built in close collaboration with each woman, ensuring her story was told with care and intention.
The Results
Publication for each girl in the first edition of MTAW the Magazine
High organic engagement across platforms (saves, shares, story replies)
Collaborations initiated through visibility of campaign participants
20k reach for the best performing video’s
Sparked a deeper community conversation around vulnerability, identity, and creative freedom
Your next story starts
with a simple hello.
We’d love to hear your vision, whether you’re a brand, a creator, or simply curious. Let’s create something meaningful, together.
Your next story starts
with a simple hello.
We’d love to hear your vision, whether you’re a brand, a creator, or simply curious. Let’s create something meaningful, together.
Your next story starts
with a simple hello.
We’d love to hear your vision, whether you’re a brand, a creator, or simply curious. Let’s create something meaningful, together.