A story about life. Its ups and downs, joys and tears. A nearly three-minute story that holds you in its grasp. Oh, and it happens to be an underwear commercial.
Swedish fashion brand, Lindex, has stepped out of the usual and into something infinitely more watchable. The brand’s new concept, Underwear for Life, that puts women at the centre, has launched a new short film that follows a woman’s life from the early teenage years to menopause and everything in between.
“With our new underwear concept, we want to reflect real life, with all its ups and downs, which the receiver can relate to. Lindex has been there for women for 70 years, and our long heritage in underwear has given us unique knowledge about women’s bodies. Empowering and inspiring women is the foundation of everything we do. We want to show that we are there to meet her needs through the different stages of life,” stated Linda Olsson, global marketing director at Lindex.
The film is directed Fiona Jane Burgess, through Smuggler. Burgess is known for highlighting the female perspective and sparking meaningful debate.
She commented, “My ambition with this film was to do something unexpected for a lingerie commercial. I wanted to make a short film that spoke to people in a real and relatable way, with humour and familiarity, but also with sensitivity and meaning. The film tells the story of a teenage girl buying her first bra with her mum, and the everyday significance of this slightly awkward yet momentous moment. That’s really the crux of the film – the way that very ordinary and undramatic moments in life can hold a lot of significance and meaning.”
Credits
Client: Lindex:
Art Director: Hanna Löthman Wickelgren
Creative Copy: Linda Nellemo
Creative Director: Martin Cedergren
Project Leader: Frida Kifeldt
Business Lead: Pia Råde
Stylist: Charlotte Kopp
Production Executive: Martina Sandström
Motion Graphic Designer: Karl Stigland
Graphic Designers: Olivia Segerqvist & Åsa Westlund r
Social Media Manager: Jeanette Olsson
Social Media Content Specialist: Alicia Rickström
PR & Influencer Marketing Manager: Susanna Antonini
Global Media Lead: Annelie Fredriksson
Paid Social Media Specialist: Emelie Franzén
Marketing and Customer Analyst: Sara Ritzby
Director of Global Marketing: Linda Olsson
Production Company: SMUGGLER
Director: Fiona Jane Burgess
Managing Director: Fergus Brown
Managing Director & Executive Producer: Lucy Kelly
Producer: Ellie Fry
Production Manager: Ellie Sanders Wright
Production Assistant: Kamran Marzban
Cinematographer: Andreas Johannessen
1st AD: Joe Carter
2nd AD: Alix Williams
Casting: Road Casting
Editor: Jo Lewandowska
Production Designer: Bon Walsh
Wardrobe Stylist: Verity May Lane
HMU Stylist: Michele Baylis
Post Production & VFX: Okay Studio
Colour Grading: TMLS
Sound Design & Mix: King Lear Music & Sound
