Underclub, a women’s luxury intimate wear subscription service, wanted to get noticed in the market, so we flipped traditional intimate-wear communications to make them about self-care and wellness instead.
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Turning the passion project of a disillusioned management consultant into a luxury fashion brand for the modern corporate woman.
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Everyone talks about wellness but for some reason, it’s not part of the conversation surrounding periods. We changed this with Kali’s new “Bring Wellness Full Cycle” campaign.
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Capitalizing on Hennessy’s tension between its European aristocratic heritage and its urban US energy with a new category and aspirational identity: the drink of “the urbane.”
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Light beer marketing had become so marked by its boorish and heavy-handed humor, it was the perfect time for a disruption with the entry of a “luxury light” personality.
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When luxury becomes generic, trust the artists and the provocateurs to reimagine its meaning.
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