To The Max is a Mad Max–inspired, high-impact campaign for Honey Birdette’s lingerie collection, shot in the Australian outback. It breaks from traditional lingerie aesthetics by placing bold editorial photography and striking graphic elements at the forefront of the visual narrative, reinforcing the brand’s fearless identity.
Developed as a scalable omni-channel campaign system across digital, retail, and in-store touchpoints.

Approach

• Developed the campaign concept and led the overall creative direction
• Defined a bold, assertive and non-traditional visual language grounded in the campaign’s thematic inspiration
• Oversaw the full production process from pre-production to final delivery

Creative Direction & Production

• Storyboards, casting and location scouting tailored to the campaign’s distinct visual tone
• On-set creative direction and team supervision
• Photography, video direction and editing — including social cut-downs (Reels, Stories)
• Creation of the campaign visual identity, including typography and color grading

Deliverables

• Campaign photography and video content for digital channels
• Visual identity assets and graphics
• Social and online content across formats
• Printed catalogue and offline campaign materials (e.g., webskins, catalogue integration)

Impact

Reinforcing Honey Birdette’s positioning as a daring, bold and creatively disruptive brand, this campaign established a more empowered, unapologetic expression of femininity aligned with the brand’s core values of confidence and women empowerment.
It generated significant press coverage, high online engagement across social and digital platforms, and strong commercial performance.