LANE BRYANT

Creative and editorial direction

EFFIE AWARD WINNER, 2016

Lane Bryant knew part of their audience felt ignored — not sexy enough, not seen. We helped flip the script with the Effie-winning I’m No Angel campaign, sparking a cultural shift in how plus-size women were represented.

We launched I’m No Angel with bold TV, outdoor, and social activations — from wrapping NYC subways to towering over Sunset Boulevard. The campaign sparked global conversation, generating 16B+ impressions and paving the way for subsequent campaigns, Plus Is Equal and This Body.

CREDITS: Hans Dorsinville, EVP, Executive Creative Director; Cass Bird, Director & Photographer; Georgina Rex, Sr. Art Director; Lauren Levine, Account Supervisor; Alex Lunn, Producer

“THIS BODY” CAMPAIGN

“This Body” challenged notions of what a plus size woman’s body was made for—from athletics to motherhood to fashion—an emotional rallying cry that asked consumers what their body is made for. Not everyone was ready for this notion. In fact, the TV spot was rejected by major TV networks like ABC and NBC when it first came out!

THIS BODY: SOCIAL CUTS

THIS BODY: PRINT

PLUS IS EQUAL CAMPAIGN

A conceptually-driven integrated campaign utilizes Lane Bryant as a platform to call for equal representation of plus-size women in media and culture. In addition to the TVC, above, we created a hub to drive UGC and social.