Retro TV screen with close-up of a person's face wrapped in plastic with a label reading 'Biological Clock, Best Before: 35, When Worth Has a Date.'

Client

Action Canada SHR

TEAM

Jeleica Ballesteros (Art Director)

PROBLEM STATeMENT

Women are routinely given an invisible expiration date.

Turning 35 is often framed as a deadline, not just biologically, but socially. Language like “prime years” and “biological clock” reinforces the idea that a woman’s value declines with age.

EXPOSING how society assigns women an expiration date: 35.

Three large posters of women's faces wrapped in plastic, each labeled with 'Best Before: 35' and terms Reproductive Window, Fertile Years, and Biological Clock.Street mural of three women's faces wrapped in plastic with a label reading 'Mother Material best before: 35 when worth has a date.'Magazine open to a page showing a woman's face wrapped in plastic on a food tray labeled 'Prime Years Best Before 35' with text about motherhood expectations.

BODY DYSMORPHIA IS REAL

------ COPYRIGHT 2025 JELEICA BALLESTEROS ------