If body sculpting size-inclusive swimwear isn’t compelling enough, Pereira O’Dell has given TA3 Swim a scorchingly provocative campaign with the mantra, Work Hot Not Hard, in its first work for the brand.
The campaign leads with a humorous NSFW 90-second film titled, The Lazy Girl’s Guide to Hotness.
The campaign features OnlyFans star turned Gen-Z feminist icon and influencer, Levi Coralynn. Coralynn, best known for her own brand of shameless sexiness, empowerment, and authenticity, brings 4 million combined followers to the brand’s first major creative campaign.
The film that launched on June 9 across social media, challenges society’s expectation that in order to “feel hot” all women must work hard to achieve the perfect look.
Produced in the cinematic style of a high-fashion film, shot by breakout director, Amber Grace Johnson, of Object & Animal, follows Coralynn through a comically lazy and self-indulgent routine, from contorting her body to avoid standing up to reach her phone to finding a wayward French fry in her bra — before revealing how “hard” she worked to look amazing in her TA3 swimsuit by simply pulling the strings to cinch it.
“The whole vibe of this film can be summed up in one iconic Cher quote,” stated Amber Grace Johnson. “Cher’s mother once told her she should settle down and marry a rich man and Cher replied, ‘Mom, I am a rich man’.”
“I created this brand because I wanted to eat and still look and feel hot. That’s why TA3 is EAT backwards. I want my brand to be about enjoying your life without making sacrifices,” added Leila Shams, founder & CEO of TA3. “Pereira O’Dell brought me the first campaign that truly celebrated a woman’s pleasure.”
The campaign taps into the cultural momentum of anti-perfection trends such as #lazygirlaesthetic (over 140M views) and #hotgirlswhoeat (over 200M views). At a time when the swimwear category still largely celebrates maximum sacrifice to achieve physical perfection, TA3 is offering the opposite – a funny, relatable campaign that tells women it’s okay to Work Hot Not Hard.
“I’m so tired of society telling women they can be anything they want, as long as they’re not lazy about it,” stated Julie Rutigliano, executive creative director at Pereira O’Dell. “This campaign celebrates women taking shortcuts, and unapologetically enjoying life. We thought, why not position pleasure as feminist power? So we did.”
“This campaign feels authentic to my brand. It’s like the new feminism: women are most powerful when they’re just being themselves and are free to indulge,” Levi Coralynn added.
The campaign will launch on social media, supported by OOH placements in Los Angeles and an influencer gifting initiative, built around creators who don’t subscribe to society’s “brand-safe” standards and prefer to be their authentic, body-diverse, uncensored selves.
The brand also made a splash during Miami Swim Week last week with models standing in front of the venue wearing the brand’s signature body sculpting swimsuits and holding signs encouraging women to Work Hot, Not Hard while handing out pizza.
Credits:
Client: TA3 Swim
Founder & CEO: Leila Shams
Senior Director Brand Marketing: Anna Martynova
Senior Director Digital: Sonal Dogra
Creative Agency: Pereira O’Dell
Co-Founder & CEO: Andrew O’Dell
Co-Founder & Creative Chairman: PJ Pereira
Chief Creative Officer: Jason Apaliski
Executive Creative Director: Julie Rutigliano
Associate Creative Directors: Sophia Held & Lily Ramos
Senior Art Director: Megan Coats
Director of Brand Management: Kevin John
Brand Director: Gianna Nicolay
Brand Manager: Kate Kilcoyne
Head of Production: Darbi Fretwell
Executive Producer: Anthony Nelson
Production Company: Object and Animal
Director: Amber Grace Johnson
Executive Producer: Emi Stewart
Director of Photography: Federico Tamburino
Editorial & Post Production: Saints
Music: Storefront Music
Sound Mix: Lime
