# Carved Model Ads Escola Sao Paulo Fashion Modeling Course Turns Brutes Beautiful By Meghan Young | Published 2014-04-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/escola-sao-paulo-fashion-modeling-course References: [adeevee](http://www.adeevee.com/2014/04/escola-sao-paulo-fashion-modeling-course-from-brute-to-beautiful-outdoor-print/) & [ps10.br](http://ps10.com.br) The Escola Sao Paulo Fashion Modeling Course ad campaign cleverly compares modelling to art. In a way the teachers are artists as they mold their students into the stunning models that they will become. With the tag line, 'From brute to beautiful,' it capitalizes on the whole 'Miss Congeniality'-like concept. But instead of looking as good as Sandra Bullock, student can turn out like Karlie Kloss, Miranda Kerr and more. Conceived and executed by PS10, an ad agency also based in Sao Paulo, Brazil, the Escola Sao Paulo Fashion Modeling Course ad campaign was [art directed](https://www.trendhunter.com/trends/canva-spotlights) by Alex Gonçalves with creative direction by Bruno Brasil. The [images of models](https://www.trendhunter.com/trends/pixelz-digital-twins) being carved out of wood and stone were shot by photographer Conrado. They are dark and gritty. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 56% | Activity: 58% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Art-inspired Modeling Courses:** Opportunity for modeling schools to incorporate art into their curriculum and marketing strategy. - **Transformation Advertising:** Opportunity for businesses to use transformation as a marketing tactic to showcase the before-and-after effect of their products or services. - **Innovative Photography Methods:** Opportunity for photographers to experiment with unconventional techniques to create distinctive and memorable images for their clients. ### Sectors Adopting This - **Fashion Modeling Schools:** Adapt art-inspired teaching methods and transformation-based marketing campaigns to stand out and attract more students. - **Beauty Products:** Use transformation-based advertising to showcase the effectiveness of their products in improving customers' appearance and self-esteem. - **Photography Services:** Experiment with unconventional methods to create striking and memorable images for clients looking for distinctive visual content. ## Related on Trend Hunter - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Handmade Dating App Ads](https://www.trendhunter.com/trends/get-paired-with-paird.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Non-AI Beauty Campaigns](https://www.trendhunter.com/trends/the-code.md) - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md) - [AI-Generated Swimsuit Campaigns](https://www.trendhunter.com/trends/undiz.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md)