Comfit
Bendon Lingerie | Art direction
We capture that feeling with a simple benefits-based message with a twist. The product benefits are centre-stage but with an emotive and compelling impact.
The repetition, building freedom of movement, and striking imagery creates a warm, fun and iconic campaign. Warm and natural colours with a recurring curve motif. Fluidity and unified movement balances the curves of the product and the curves of our talent. The look, the feel, the movement, all designed to encapsulate the way the product feels on the body. It’s an expression of warm confidence and of women at ease with themselves. Comfit is for every women, every body type. Together, feeling their best.
Media & activation
Launched in February 2023 with a comprehensive through-the-line media plan inside owned and paid channels, with a consistent look and messaging at every touchpoint. This campaign will lean in to the strong imagery and clever messaging to capture, connect and convert customers, where they are.
Examples of conceptual drawings, mood boards and composition ideas.
Brand — Fayreform
Photographer — Garth Badger | Thievery Studios
Art Director — Elle Plank
Producer — Kate Lilly + Paula Knaggs
Talent — Melissa Vaughan | Unique Models
Photo Retoucher — Annalee Hart
Camera Operator — Josh Edmonds
Assistant — Tania Smiler
MUA — Kath Gould
Product Designer — Collette Smith + Thea Rostant
Specialist Fit Technician — Leana Keokotavong