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With the launch of M by Maidenform, Barker reintroduced the iconic brand to a new generation—through its biggest product drop ever. M is a seamless, colorful collection of intimates, and our launch campaign, Extra with a Side of Extra, was just that: a bold, unapologetic celebration of self-expression. Designed to be as craveable as the collection itself, the video featured punchy colors, expressive graphics, and a custom track by Princess Nokia. Every detail was built to give our younger audience permission to own who they are—loudly, proudly, and just for themselves.
HanesBrands was on a mission to modernize and reinvigorate its innerwear portfolio, starting with Maidenform. The launch of the M sub-brand was a critical moment—not only introducing a new product line, but also repositioning Maidenform to resonate with women under 40. This campaign needed to: Establish a bold, new visual identity for the brand, communicate real reasons to buy—comfort, fit, style, and break through the clutter of the category with something visually and emotionally unforgettable. We had to go beyond the traditional bra and underwear ad and instead deliver a visual experience that felt modern, celebratory, and culturally relevant—anchored in individuality and self-expression.
Our hero film was set inside the WoMansion—a decadent, dreamlike space where five uniquely styled women embodied the full spectrum of the M consumer. Each room was crafted around a product feature—from seamless silhouettes to bold color pops—visually bringing the collection’s benefits to life. Created by an all-female team across agency, client, and production, the spot fused high-style set design, expressive motion graphics, and punchy editing to create a visual identity that felt fresh, fashion-forward, and culturally relevant.
Results:
Redefined the brand’s design language with a playful, expressive visual system that resonated with a younger audience.
Delivered a standout launch video that became the creative backbone for all campaign extensions—from digital and social to OOH (including Times Square), and influencer/ Fashion Week activations.
Significant lift in brand awareness among target segment vs. Year Ago after running the campaign, with research showing respondents were even pleasantly surprised at the current brand’s personality & more open to considering the brand in the future.
