​Bali, a Hanes brand, partnered with us to relaunch the heritage brand with a modern voice and a wellness mindset. The goal was to reach the self-assured woman in her 40s–50s with the launch of its latest collection, Bali Breathe. 

Our insight: the first thing you put on shouldn’t be the first thing you want to take off. This light-as-air collection of bras and underwear was designed to feel as effortless as it looks.

The launch film, set to “At Last,” captured that emotional truth—and reintroduced Bali as a brand that gets her. The campaign exceeded expectations across DTC, retail, and social, redefining Bali’s identity and resonating deeply with its core and emerging audiences.