As a campaign, Chafe Off is all about showcasing the comfort and anti-chafe properties of a new underwear range from Bonds. To highlight the brand’s inclusive size range and zone in on themes of physical and emotional comfort, we developed a campaign concept centred around authentic talent – bringing together a group of real people instead of traditional models. 

On top of development, LSS handled casting, location, putting together the creative team, shot list creation, catering, on-set production, and building digital assets. 

For the brand’s digital and social assets, we leaned into a graphic look and feel that drew playful inspiration from model casting calls. This was achieved through the use of polaroid photos and bold graphics modelled after classic sticky notes.

Services: Concept development, casting, crew, location, catering, production, post-production