FRANK & OAK

Intimates Narrative System & Campaign

FULL-SCOPE CREATIVE DIRECTION · BRAND IMAGE & VOICE DEVELOPMENT · 360° ART DIRECTION & VISUAL DESIGN · CASTING DIRECTION

CONTENT STRATEGY & DESIGN · CAMPAIGN LEAD · NARRATIVE & STORYTELLING FRAMEWORKS

DESIGN DIRECTION · PROCESS IMPROVEMENT · CREATIVE TEAM LEADERSHIP & COACHING

CHALLENGE

Frank And Oak’s intimates category needed a clearer emotional & cultural identity to strengthen relevance and differentiation within a crowded essentials market.

The challenge was to move beyond functional product communication and build a more expressive, human, and confident brand narrative, one that reflected intimacy as part of everyday, sensory living rather than a purely utilitarian category.

APPROACH

I developed the campaign concept and led Creative Direction to reposition the intimates line through a more playful, honest, and culturally aware lens.

The narrative reframed intimacy as a natural extension of self-expression grounded in comfort, confidence, and ease. Rather than relying on traditional product-led messaging, the creative direction focused on tone, attitude, and lived-in realism to create a more relatable and modern point of view.

I oversaw the visual narrative and ensured cohesion across digital, social, and campaign assets, aligning messaging, imagery, and art direction into a unified expression of the category.

IMPACT

The campaign helped establish Frank And Oak’s intimates line as a newly defined category within the brand, shifting it from functional basics to a more expressive, second-skin layer of everyday dressing.

By grounding the narrative in real customer archetypes and cultural attitudes around comfort, confidence, and ease in private-to-public life, the work reframed intimates as something lived in rather than simply worn — an extension of identity rather than a hidden product layer.

This shift in perspective strengthened clarity of positioning and made the category more desirable and intuitive to understand, supporting successful launch performance and driving stronger commercial uptake across a new audience segment.