Directed byGOTA, GABI LISBOA

Maybe the most photographed generation in history is also the one least able to see itself as it really is.

“You’re Not You Selfie,” a campaign by Natura Faces from Natura, turns an everyday gesture into an experiment. Four girls do their makeup while looking into their phone’s front-facing camera, repeating references that are already part of the routine of millions of young people. In front of them, two side-by-side projections: one built through the selfie camera, the other captured with a 50mm lens, closer to human perception. The contrast reveals how the front camera can distort the face by up to 30%, altering perception, proportion, and the way many young women have learned to construct their own image through the screen.

Directed by Gota and Gabi Lisboa, with creative by África, the film follows real reactions as image, space, and presence collide in real time. The project points to a simple reminder: the selfie doesn’t show everything.