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Agency:

Client:

Description: A brief description of the work and creative idea:

The first thing you put on shouldn’t be the first thing you want to take off. That simple truth was the insight behind Bali Breathe—a new light-as-air collection designed for women who’ve always had to choose between beauty and comfort. Our launch film didn’t just introduce the product—it reintroduced Bali itself. We captured a feeling of ease that is entirely hers, as we watch what she does in the late afternoon. It’s the inner place she goes to find peace. She’s grounded, unhurried, and still wearing her bra—because for once, she doesn’t need to peel it off the moment she walks in the door. Set to a modern remake of the iconic Etta James track “At Last”, the film delivers a powerful message: comfort has finally arrived—and it’s beautiful.

The Brief: What was the brief? What were the challenges and objectives?:

Bali needed to launch Bali Breathe, a collection of bras, underwear, and shaping pieces that promised light-as-air support; soft, beautiful lace; and breathable fabrics—without sacrificing style. But this wasn’t just a product launch—it was a brand refresh. Our target: modern, confident women aged 40–50, a group long underserved by the category. They’re done compromising and want pieces that meet their standards of beauty and comfort. This campaign had to help her see Bali differently—showing her that she can have it all, from the first layer on.

Solution + Results: How did you solve the brief? What were some of the results?:

We brought the launch to life with a spot that prioritized emotional truth as much as product truth. Shot with warmth and stillness, it captures a woman’s late-afternoon ritual—told through multiple lives—with natural light and soft shadows echoing the collection’s light-as-air feel. A remake of the iconic Etta James track “At Last” punctuates the moment she no longer has to choose between beauty and comfort

Results

The campaign marked a turning point for Bali’s identity, helping the brand feel more modern, more stylish, and more in tune with the woman it was made for. Positioning Bali with a new emotional lens, moving from purely functional to deeply resonant and aspirational.
Set the tone for a modernized brand—grounded in real-life comfort but elevated through thoughtful design and storytelling.
Performance remains impressive 6 months after launch - :30 creative continues to show engagement the target audience by showcasing product variety and a dynamic, emotional story; and the ability to version the campaign video units has allowed optimization for placement in a wide variety of digital platforms.