A True Plus Launch — MENG SHUI

A Co-Creating Experience for A True Plus Launch

When we started working on the launch campaign for True Plus period underwear sizing across Thinx, I noticed none of our team members was the target customer and knew we needed to bring in different perspectives. I also noticed the lack of authentic joy, high-concept and artful production when fashion does "inclusivity campaigns" for their "plus size collections”.

So I wanted to do something that is as beautiful as any of the Thinx campaigns but also put the power of representation back into the hands of the represented, and do so in a way that's truly collaborative and enjoyable - the shoot as a brand experience for our future ambassadors if you will.

To get this right, we consulted several opinion leaders in plus size fashion and representation and got some invaluable feedback. Then we shot part of the campaign with Lydia Hudgens, who is an amazing plus size model and photographer, and a passionate Thinx customer for years. We also set her up for press interviews so her voice can be heard louder than ours when it comes to representation. As another part of the campaign we gave the models full control with the set and let them take their own photos in ways they feel the most comfortable/expressive. They were so lovely and creative and had so much fun doing it! Lastly, we reshot all the e-commerce assets on the Thinx site to make sure wherever you go, you get a view of diverse body representation.

The biggest learning for me is that the invisible parts of a campaign can also be part of the message - the creators, the consultants, the crew, the process, the shoot experience for everyone on set, and what people see next to what we want them to see.