Get a Taste of M
MAIDENFORM
It’s not every day you help write the next chapter of a hundred-year-old icon. M by Maidenform was born to introduce a new generation to the legacy brand — a softer, sassier sister line made for women who blur the line between what’s under the fit and what is the fit.
After a year-long repositioning, we launched Extra with a Side of Extra, a campaign that invited women to revel in the joy of being unapologetically themselves: playful, bold, and deliciously over the top.
The work bridged Maidenform’s century of expertise with the freedom and fluidity of modern womanhood, reframing lingerie as self-expression, not expectation. A celebration of who we are — for ourselves, no one else’s gaze.
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
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.
