Famous for
one thing
Modibodi did period underwear first and did it well, which turned out to be the problem. It was famous for that and nothing else. As the category filled up there was nothing to stop it becoming one option in a drawer full of them, and that is a low ceiling for a business that wanted to make better essentials for everybody.
The job was to move from what Modibodi does to why it does it, and to give people something to join rather than something to buy. Comfort as a position, not a product feature.
Role: Creative Director, Modibodi
Year: 2022
Scope: Brand direction and strategy, campaign, packaging suite, print collateral, templates, brand guidelines and rollout, social strategy
Credits: Emotive (strategic agency partner), Entropico (production), Aislinn Lowe (director), Natasha Foster (photographer), Grace O’Brien (copywriter), Lucie De La Chaise (art director), Colin Tuohy (producer)
Rebrand first
Before there was a campaign there was a brand problem. Modibodi had sub-brands that needed to sit under one roof without flattening into each other, and an audience running from teenagers to their parents to men to people in their seventies, in every market the business sold in. I worked with Emotive on the direction and the strategy, then built it out into a system the business could actually use.
The non-negotiable was that it stop reading as a brand for women only. Not softened, not made unisex by stripping out everything interesting. Actually built for all of it, and durable enough to still be right years later.
A revolution you
can put on
Everybody wants to leave the world better than they found it. Almost nobody knows where to start, and when the problem is that big, whatever you do next feels like it rounds to zero. So most people do nothing, and feel bad about it.
Comfort is Power made the entry point absurdly small. Being part of the next global revolution is as simple as putting on your underwear. No lecture, no guilt, nobody asked to be better than they already are.
Holding
the line
It ran in every market Modibodi sold in. TV, billboards and digital across Europe, Australia and the US. No body in it was retouched, and that was settled before casting rather than argued about in post, which is the only way it ever actually holds.
The design was built modular, so each piece worked on its own and still combined with the rest without going visually repetitive. A campaign that has to run for years across three continents cannot be a handful of executions and a hope.
Then I was the one holding it. The packaging suite overhauled end to end, the templates and print collateral, the guidelines written and rolled out through the business, the social strategy built alongside our social media manager. Being brand custodian is mostly saying no, politely, several hundred times.
