Evelyn + Bobbie → spring campaign 2019
full-funnel campaign
creative direction + execution
We got consumers to see Evelyn + Bobbie as the most innovative, inclusive intimate brand by visually dramatizing softness and stretch, and celebrating diverse, empowered bodies.
Role: creative lead, in-house
Photography: aaronhewittphoto.com
concept.
creative direction + strategy.
casting.
scouting.
[pre/post] production.
UI design.
performance marketing.
budgeting + resourcing.
Challenge
Evelyn + Bobbie, a Portland-based intimate apparel start-up, set out to disrupt a saturated market dominated by legacy lingerie brands built on outdated beauty standards. With a mission to innovate from the inside out, EB needed to showcase its engineering-led comfort while authentically conveying its deep commitment to body positivity and inclusivity — all in a way that felt elevated, magical, and radically honest.
Solution
Drawing from the brand positioning playbook and its emphasis on Magic, Power, and Transformation, I led the development of an annual campaign roadmap designed to establish a cohesive brand narrative across the year. Each seasonal theme drew inspiration from elemental forces (Air, Water, Fire, Earth) and helped guide content creation, keeping the brand story fresh yet unified across all touchpoints.
For the spring campaign — the first major push into the Knickers market — we leaned into the theme of "Air," chosen to symbolize lightness, freedom, and transformation. I conceived a visual concept using flowing, airy fabric in motion, echoing the brand’s core promise of weightless, engineering-driven comfort. This narrative was not only metaphorical but also physically brought to life on set without artificial tricks or heavy post-production — emphasizing EB’s dedication to transparency and authenticity.
We prioritized casting a diverse range of body types, fully aligned with EB’s value of celebrating real, unretouched beauty. No model retouching was performed, reinforcing trust and challenging industry norms.
On set, I led a cross-functional creative team — including production, product, and marketing partners — coordinating everything from talent selection to shot lists and set design. The campaign extended seamlessly into digital, print, and retail touchpoints, ensuring performance-driven consistency that resonated across acquisition and retention channels.
Result
The "Air" campaign marked a significant milestone: EB’s first strategic expansion beyond its signature bra into the Knickers market. Beyond driving immediate topline awareness, the campaign ignited deeper brand engagement and fostered stronger consumer trust, resulting in measurable increases in social engagement, conversion rates, and overall market share.
Critically, the annual strategy framework I developed provided a scalable, long-term vision that unified future seasonal stories — enabling the brand to maintain cultural relevance, operational efficiency, and creative cohesion as it grew. By bridging high-level brand strategy with hands-on creative execution, this work helped define EB’s modern, inclusive identity and set a new standard for intimate apparel marketing.
