GET NAUGHTY

‘A LITTLE NAUGHTINESS
CAN WARM THE SUN’

The challenge was how to talk about lingerie in a way that it is not boring while making sure people can relate to the story and not looking at lingerie just as function-based merchandise. The first thought that came to mind was we needed to use Thai models who were real customers to lead the campaign. We had discussed this with many different groups of friends: people from fashion industry, teenage students, businesswomen, party-goers, or even housewives. This gave us insight into different personality of each woman, which made them attractive in their own ways. So we decided to use these different characteristics as the concept of the project and we casted Thai actresses, models and influencers as the muse, making the content more accessible and more relevant to our society.

In addition to that, talking to various people made us realize that not only women buy women lingerie, LGBTQ are also frequent buyers. We pitched the idea to the client and they approved it right away. So the campaign ended up incorporated naughtiness, sassiness, sweetness and sexiness, all flavors you can imagine. We were very happy and we had so much fun working on it.

The shoots were done in Bangkok in one full day, from 6AM in the morning to midnight. We had done fashion shoot, interview videos and group chat movie clips.

For this job, we wanted the artistic composition to show sexiness and naughtiness in a more sophisticated way, not making it all about breasts. We would rather communicate aesthetic side of different lingerie designs to women audience, with more emphasis on the feminine charm. What we were aiming for was classy, mysterious, and seductive but not too out of reach.

We chose ladies with different characteristics. Each of them must have an X factor according to our guideline. We found 6 ladies who could channel out their character perfectly, the video and photo shoots proved to us that we had made the right choices.  

Casts

Client : Lingerie Salon – The Mall Group