Styling, art direction, and set design for Thinx (BTWN), Thinx’s period underwear brand for tweens and teens. I was the project lead.
To celebrate the launch of the new color, called “Mint Chip,” I developed a playful system for the photo set that translated the idea of ice cream into an abstract terrazzo pattern. I utilized the primary colors of the brand to create a contrasting backdrop that the new minty color would pop against. I created props that would allow the models to enter and interact with the imaginative world of Mint Chip. As a subtle detail, we hired a nail artist to translate the terrazzo pattern into nail polish for the models. (Since the underwear is for minors, the models cannot wear the underwear-- they can only hold it. We saw this constraint as a styling opportunity!)
The assets were utilized on the website and as ads on social media.
Creative Director: Anna Mckenzie
Photographer: Jin Lee