Intimacy Bras - pitch design and art direction 2007, 2008
85% of women wear bras that don't fit properly. That's like if 85% of cars having tires that don't fit!
Intimacy's the only company doing something about it. And they're doing it for the women - for them to be comfortable so that they can be themselves, so that they can live their lives. Not for the sole reason of looking sexy (though the Intimacy bras look quite nice ...). Not like a girdle.
We made them a TV spot. It was documentary-like, showing the experience of being fitted for a bra.
Being a guy, I wasn't all too involved in some aspects of this project - the set was all-women, we brought in a female director from New York, the casting was all-women.
But I did the pitch drawings, and have enjoyed seeing them fleshed out in film. Also I was involved in the supers.
