BOLD NEW SWIM
Through our summer 2020 campaign, "Bold New Swim," we are repositioning ourselves as a brand that is all about diversity and body inclusivity.
The Challenge: How do we bring back swim after it was removed in 2016 and become fun, innovative, and the go-to for swimwear?
Solution: Develop a campaign strategy for introducing new models that promote diversity and body inclusivity.
Our new photography, storytelling, typography, and color palette helped us break from the traditional VS image and become a BOLD NEW SWIM.
The Results: The department exceeded sales plans at launch by 210% and saw consistently higher engagement (+15%) than our other business units, including lingerie and beauty.
Role:
Concept Development
Creative Direction
UX/UI Design
Photo & Video direction
Pre & Post production
Client:
Victoria’s Secret Swim
VS SWIM homepage
VS SWIM Stories
VS SWIM IG
Garnered over 30k followers after launching our VS SWIM.
PHOTOGRAPHY
DIRECT MAILER
EVP: Cindy Davis
VP: Jessica dennis-capiraso
Marketing + Copy: Rachel Bunting
Creative Direction: Kenneth Garcia