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.

Singer Seamless
Singer Seamless
Singer Seamless
Singer Seamless
Singer Seamless
Singer Seamless
Singer Seamless

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