Universal Standard

Universal Standard faced the challenge of launching their "Ultimates" collection in a saturated market by redefining intimate apparel as versatile, empowering base layers. Partnering with a boutique PR firm specializing in social media and influencer marketing, I helped shape a campaign built around the concept "Underwear, perfected." To illustrate this intimate concept graphically, I created a series of sophisticated, censored photographic treatments—drawing inspiration from pixels and frosted glass—to transform campaign photography and video into compelling visual narratives. I also applied a unique text treatment to Charlie's story feature, making it feel like a personal message. This innovative blend of imagery and messaging, coupled with a strategic collaboration with OnlyFans creator @charlieannmax, not only generated buzz but also positioned Universal Standard as a modern, influential leader in intimate apparel.