Fashion
Britney Spears' team came to my agency Wunderbar, in partnership with Change Lingerie(a popular Scandinavian lingerie brand) to launch Britney Spears' uniquely feminine line of intimate apparel. We came up with a new category in intimate apparel - Vintage Romance. Our challenge was two-fold: take pop icon Britney and reveal a truly intimate side the world had yet to see,
and establish Britney as a credible designer in the world of intimate apparel. This was a fully integrated global launch campaign, including all content creation, website, e-com, line sheets, videos, digital +social, in-store /POS, all collateral, Concept and design of all Global Fashion Week launch events in New York, London, Denmark, and Finland. My role: CREATIVE STRATEGY/CAMPAIGN CONCEPT/CREATIVE DIRECTION/ BRANDING/DIGITAL/SOCIAL/EVENTS/ACTIVATIONS
See live project
