Let’s Get Intimates

Concept & narrative

Copy direction

Taglines

Asset copy

Supers

The campaign for Frank And Oak’s debut organic underwear line was crafted to focus on comfort and sustainability. Visually, Suzannah, our creative director, highlighted the connection between underwear, personal lifestyle, and styling choices, emphasizing a second-skin effect. The messaging centered on nurturing and comfort, recognizing the importance of providing women with supportive, thoughtfully designed options during the pandemic. Rejecting the traditional over-sexualization of underwear ads, we aimed to reframe our narrative as a conscious, deliberate choice—one rooted in fun, well-being, and self-appreciation.