THE BRIEF
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DIM wants a product campaign that does not look like a catalogue. Seven fourteen-second films, one per line, from the bralette to the men’s boxer, and a single rule: the lingerie has to be worn, not presented. No white background, no posing. An apartment, people at ease in it, and the product existing because it is on somebody. The same shoot also had to deliver the campaign stills.
OUR PLAYGROUND
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First Frame carried the campaign end to end, from casting through to delivery. An apartment chosen for its connecting rooms and its daylight: a living room, a piano, a bathroom. Three models, and situations rather than poses, a game of chess, a duet played four hands, a mirror, an improvised dance. The set-up ran stills and motion in parallel. Then full post-production on the seven films, cut so they hold together as one campaign while each one shows a different product.