LANE BRYANT

Creative and editorial direction

EFFIE AWARD WINNER, 2016

I led the work on Lane Bryant at NYC creative agency Laird + Partners. Through research, Lane Bryant found that there was a segment of their core audience who felt underserved. That clothing for them was not fashionable, expressive, or sexy enough. The result was the Effie award-winning “I’m No Angel” Lane Bryant lingerie campaign, where LB positioned themselves as the “anti-Victoria’s Secret”. The campaign set the stage for a surge of body positive messaging and inspiration for this audience that we’ve seen over the last 10 years. Above: The Plus is Equal TV spot.

Director/photographer: Cass Bird

“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.