/ CASE STUDY
2(X)IST
REDEFINING UNDERWEAR THROUGH SOCIAL-FIRST STORYTELLING
01 / THE OPPORTUNITY
2(X)IST wanted to refresh its brand presence and connect with both new and existing audiences. The challenge was to move beyond traditional product-led imagery and create a more distinctive social identity that communicated the brand's personality, product innovation and relevance.
02 / THE OPPORTUNITY
We led 2(X)IST's social content strategy, creative direction and production, developing a cohesive storytelling approach rooted in a distinctive brand narrative.
Through strategic workshops and campaign development, we shifted the focus from conventional underwear advertising to more expressive, emotionally driven content that brought the brand's personality and product pillars to life.
We owned the creative process from concept to execution, including campaign ideation, location scouting, model casting, photography and videography, on-set direction and post-production, alongside ongoing content planning across social and web.
03 / THE IMPACT
The work established a more cohesive and recognizable content identity for 2(X)IST, moving the brand beyond conventional product imagery toward richer, more meaningful storytelling.
Executed in partnership with High Tide
