Victoria’s Secret is an iconic American lingerie, clothing, and beauty brand with locations around the world.
AS LEAD CAMPAIGN COPYWRITER, I WORKED CLOSELY WITH A GRAPHIC DESIGNER TO DEVELOP NEW STORYTELLING IDEAS TO KEEP ICONIC VICTORIA’S SECRET BRAND RELEVANT TO A YOUNGER, MORE MODERN AUDIENCE. THOUGH NOT REVOLUTIONARY FOR THE MARKET, NOTHING BUT BODY MOVES VICTORIA’S SECRET INTO A MORE APPROACHABLE, WOMAN-CENTERED PLACE IN A FAST-CHANGING MARKET.
Launched as VSX, or Very Sexy Sport, in 2011, the athleisure and technical sub-brand of Victoria’s Secret was in need of a modern makeover. As lead creative on the rebrand, I wanted to shift our mindset from working out to look like an Angel to working out to have fun, bringing an unexpected pop of personality to a thriving product line.
A benefit-focused campaign that resulted in Victoria’s Secret’s most successful new bra launch in three years.