Break through a crowded category by translating Evelyn + Bobbie’s engineering-led comfort and commitment to body inclusivity into an elevated, magical, and radically honest brand experience.
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Scope
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intimate apparel start-up, set out to disrupt a saturated market dominated by legacy lingerie brands built on outdated beauty standards.
The brand needed to showcase its engineering-led comfort while authentically expressing body positivity and inclusivity—in a way that felt elevated, magical, and radically honest.
Drawing from the brand positioning playbook and its themes of Magic, Power, and Transformation, Britta developed an annual campaign roadmap that created a cohesive narrative across the year.
For the spring Knickers launch, the Air concept used flowing fabric in motion to express lightness, freedom, and engineering-driven comfort. The effect was created physically on set rather than through heavy post-production, reinforcing the brand’s commitment to transparency.
A diverse cast of unretouched bodies brought the idea to life across digital, print, retail, acquisition, and retention touchpoints.
The Air campaign supported Evelyn + Bobbie’s first strategic expansion beyond its signature bra and into the Knickers market, increasing brand engagement and consumer trust.
The annual strategy framework also gave the team a scalable way to keep future seasonal stories cohesive as the business grew.