Breaking the Rules

I consulted on the campaign messaging for Uni Fit, one of Lucky Brand Jeans' most ground-breaking jean. The new product was set to come out during the first year of COVID-19, so we had to be strategic. And with innovative, one-size-fits-many fabric technology designed to mold to each individual body type, we wanted to showcase the novelty of these jeans.

People had been cooped up in their homes and wanted to get out and move, not to mention live. I saw an opportunity to connect that cultural moment.

We came up with messaging inspiring women to break free from traditional sizing, and traditional ways of being.

The campaign celebrated movement, individuality, and a joie de vivre spirit by featuring rule-breakers living life on their own terms and moving freely in Uni Fit jeans. The marketing director for Lucky Brand Jeans said that these jeans flew off the shelves. Scroll down to see what else she said.