Project

A marketing campaign created to differentiate HB by taking lingerie out of its usual context and placing it somewhere it clearly doesn’t belong, worn with attitude by girls who don’t like to lose. chic, playful, and confident, with a light sense of mischief.

Approach

• Displaced traditional lingerie codes by borrowing the visual language of tennis

• Used contrast and attitude to create sexiness without relying on classic seduction

• Built an intentionally vibrant color palette to reflect the energy of a spring collection

• Played with posture, tension, and character to give the campaign a slightly bratty edge

• Treated the campaign as a complete visual system rather than a single image

Execution

• Campaign concept and creative direction

• Storyboards, casting, and location scouting

• On-set direction and shoot supervision

• Photography EXECUTION and video direction

• Creation of the campaign visual identity (typography, color grading, overall look & feel)

• Editing of all still and motion formats (campaign, reels, stories)

• Production of assets for social, online, and print

• Design of the printed catalogue

Impact

The campaign established a distinctive visual territory for HB, clearly separating it from traditional lingerie imagery. Rolled out across social, online, and print, the content generated strong engagement on digital platforms and supported commercial objectives, with assets designed for adaptability, reach, and sustained performance across channels.