P.L.A.Y

Copy direction & Story

Script and supers

Asst copy

Before "coastal grandma" became a trend, we found our inspiration in the rugged coastlines of Maine. We envisioned a swimwear line that shifted the focus away from how bodies look and towards how they feel—alive, playful, and carefree. It’s about recapturing the days spent crouching by tide pools in search of crabs, collecting sea glass along the shore, and feeling deeply connected to nature rather than being on display. That’s the heart of P.L.A.Y.: a blend of beauty and the rediscovery of our lost innocence.