Singer Seamless changing clothes
About: The 169 year-old domestic sewing machine brand is still around, but people aren't sewing.
Insight: Make Singer innovators of the most-pressing clothing problem of today: gendered clothing.
In this campaign, we'll validate the transgender community by easing their clothing transition with our new Singer Seamless YouTube series and clothing exchange app.
I wrote all copy, including the script of the case study video, conducted primary research, and introduced our brand strategy.
Art Director + Creative Strategist: Casey Paxman
Copywriter + Creative Strategist: Kevin Pellicone
Creative Director: Sean LaBounty