Impossible Soft Stretch

CHANTELLE

CHALLENGE

140 years of innovation and design fueled Chantelle Lingerie’s new Soft Stretch Collection. They tasked us to create an impactful and differentiated social ad campaign to drive retail sales and awareness of Chantelle Soft Stretch.

SOLUTION

A recurring trend in customer feedback was that Soft Stretch seemed too amazing to be true. We focused on the impossible softness and impossible stretch of the product, anchoring it to minimalist choreographed vignettes of dancers moving in Soft Stretch in mind-bending ways, interacting with a set built from Soft Stretch fabric, showcasing the fabric itself as the star. The cross-channel social and digital campaign was shot on 16mm film and directed by Sasha Samsonova.