Negative Underwear, 2015-Current
Creative direction, art direction, design, and brand development for Negative Underwear. I help develop the 360-degree consumer journey across photography, design, paid and organic marketing, and digital platform. This overview is incomplete and will be continuously updated.
When Negative launched in 2014, the underwear category was dominated by a relatively singular idea of women's bodies and desires. We envisioned a new type of brand that was equal parts elevated and accessible, with a uniquely minimal, composition-forward photography style with dynamic movement and beautifully lit skin and product.
Developing a wide range of motion and still advertising campaigns to support brand moments and core initiatives.
Introducing the brand the old-fashioned way. We stayed true to Negative's minimal design and expressive imagery in a catalogue good enough to keep on the coffee table.
Clips of minimal, impactful direct marketing with a focus on bold product photography.
CO-FOUNDERS Marissa Vosper, Lauren Schwab CREATIVE DIRECTOR Haley Stark DESIGNER (ADS) Moira Gilligan COPYWRITER Emily Nichol PHOTOGRAPHER Lauren Loncar, Lara Callahan PRODUCER Kerri Clark ON-SET ART DIRECTOR Leigh McCarron RETOUCHING The Line Studios