The routine of putting on a bra turns into a dance in the new Intimissimi campaign conducted by Sarah Jessica Parker.

Accompanied by the iconic italian song “Guarda come dondolo”, the #BraTwist is a celebration of an intimate ritual, where every step of putting on a bra becomes a dance move that can be performed by anyone in their own unique way.

To bring people to join the dance, we developed an AR experience where anyone could explore the bras on avatars of different body types, shop the looks, or simply learn the steps with Sarah Jessica Parker and share on social media.

It’s all about fun, from dancing to memes to the way we shop - so join the dance and do the Bra Twist!

Client
Intimissimi

Agency
72andSunny Ams

Director: Leonn Ward
DOP: Darren Lew
Executive Creative Officer: Carlo Cavallone
Creative Director: Ben Everitt
Art Director: Sarah Hegyesy
Copywriter: Valeria Raimondi
Designer: Matt Purcell
Editor: Nayim Saati
Photographer: Rowan Papier

Date
September 2019