Cushion Wire Bras
Cushion Wire Bras
Early in 2022, I oversaw the creative direction, photography and marketing content to support a new bra collection. Our goal was to appeal to a younger consumer with more youthful models, and trendier props and clothes, but ensure the fresh take still felt on brand and comfy.
The photography was captured in a season-less way so it could be used all year, which ultimately helped create photography and budget efficiencies. We saw success across age demographics after we rolled out marketing across our direct-to-consumer marketplaces.
positioning
Defining the space this collection will exist within.
PHOTOGRAPHY ART DIRECTION
Excerpts from the art direction deck for our lifestyle shoot.
Photography
SOCIAL FEEDBACK
Jockey was tagged in this unprompted post, and to read that the effort to cast more diverse models had hit the mark I had been striving for—I was ecstatic.
Social post
An animated post showing how to wear the multi-way bra.
Instagram post
DIrect mail
Targeted mail piece introducing the new bras.
PRODUCT DETAIL PAGE
Example of a product page on Jockey.com, and the added informational content to help the consumer purchase in the lower funnel.
EMAILS
A selection of emails sent about the collection.
Store WINDOW
Rendering of new window signage.
IN-STORE SIGN
Signage at fixture to help educate about the new collection.
Packaging
Example of one item’s hang tag.
