MAIDENFORM
LAUNCH CAMPAIGN
CUSTOM TRACK
ART DIRECTION
TV + OOH
WWD PARTNERSHIP
SOCIAL + DIGITAL
AGENCY: BARKER
DIRECTOR: CHRISTINE YUAN
PHOTOGRAPHER: JOELLE GRACE TAYLOR
ORIGINAL MUSIC: PRINCESS NOKIA
MY ROLE: CREATIVE DIRECTOR
Get a Taste of M.
It’s not every day that you get to develop the biggest product launch of a heritage brand in 100 years. M is Maidenform’s cheekier, sassier younger sister, designed for women who crave soft, yummy fabrics, and love the flexibility to wear them under the fit, or as the fit.
The first launch coming out of a year long repositioning for the bra and shapewear giant, the M campaign Extra with a Side of Extra invites women to indulge in a deliciously over-the-top experience that goes beyond your average bra and underwear ad. It represents the history and expertise of Maidenform, and embraces what it means to be a woman today. This campaign celebrates who we are for ourselves and no one else’s’ gaze, no apologies.
Our hero film was set inside the WoMansion—a decadent, dreamlike space where each room was crafted around a product feature—from seamless silhouettes to bold color pops—visually bringing the collection’s benefits to life. Created by an all-female team across agency, client, and production, the spot fused high-style set design, expressive motion graphics, and punchy editing.
