Icon Holiday Campaign

Icon was a sub-brand of Thinx Inc., focusing on bladder leak underwear for pregnant, postpartum, and menopausal women, as well as anyone with pelvic floor dysfunction (it has since been absorbed into the main brand).

I art directed Icon’s holiday campaign, which featured a series of promotions for the underwear throughout the holiday season, starting with Thanksgiving, up to New Years. In collaboration with set designer Sara Schipani, I created a series of still lifes which place Icon underwear at the center of holiday scenes, playfully suggesting that leak-proof underwear is just as important as food, decor, and gifts to prepare for celebrations. I also directed the on-model shoot, and designed emails and web assets. The emails were plain-text emails that were coded in collaboration with a developer, so there were more constraints than a standard sliced email. Each holiday promotion got its own unique color story, united by repeating visual motifs and layout elements to form the campaign.