Evelyn + Bobbie → fall campaign 2018
full-funnel campaign
creative direction + execution
We got to position Evelyn + Bobbie’s bra as a revolutionary, truly inclusive foundation piece by celebrating diverse skin tones and creating a striking, frame-breaking visual story.
Role: creative lead, in-house
Photography: aaronhewittphoto.com
concept.
creative direction + strategy.
casting.
scouting.
[pre/post] production.
UI design.
performance marketing.
budgeting + resourcing.
Challenge
In 2018, Evelyn + Bobbie set out to disrupt the bra market with a truly revolutionary, engineering-first design promising unmatched comfort and support. The challenge was twofold: earn consumer trust in a category long dominated by legacy lingerie giants, and launch the new True Complexion color palette — developed to match and celebrate five diverse skin tones — at a time when authentic inclusivity was still rare in intimates.
Solution
Guided by the brand’s mission to combine innovation with radical inclusivity, I led the development of a campaign that celebrated skin tone diversity through a bold, minimalist visual narrative.
The creative concept centered around layered, monochromatic backdrops emphasizing the various True Complexion shades, presenting models as if confidently stepping out of a frame — a powerful metaphor for breaking free from outdated beauty and lingerie standards.
Casting was approached with intention and care, featuring a broad range of body types and skin tones. Staying true to the brand’s commitment to authenticity and body positivity, no body retouching was performed.
Beyond leading creative concept and art direction, I oversaw every stage of execution — from casting and production to rollout across digital, print, and retail channels. Critically, this campaign imagery also formed the foundation for a complete website redesign, which I spearheaded to deliver a seamless, elevated brand experience across every consumer touchpoint.
Collaborating cross-functionally with product and marketing teams, I ensured the campaign aligned seamlessly with the brand’s engineering-first promise and broader business objectives.
Result
This campaign firmly positioned Evelyn + Bobbie’s bra as a truly revolutionary alternative to traditional lingerie offerings, showcasing the brand’s engineering-led innovation and commitment to inclusivity.
The launch significantly elevated brand awareness, fostered deeper consumer trust, and drove strong engagement across digital and retail channels — contributing to meaningful growth in bra sales and expanding the brand’s loyal customer base.
By merging engineering-driven comfort with inclusive, authentic storytelling, the campaign helped shape EB’s identity as a modern, forward-thinking leader in intimate apparel and set a new benchmark for honest, body-positive marketing.
