Amelia Brock
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❤️🩲 → Knix
You’re Good
Knix wanted a bold, fresh campaign to herald the arrival of their first US retail location. Their brand was one of the first in the period underwear space, and they knew it was time to reinvigorate their brand voice with a big swing.
They picked the right girl.
The campaign idea riffs off of an age-old interaction between women—asking someone to check the back of your pants in public and desperately hoping they say “you’re good.” This interaction starts in middle school bathrooms and pretty much never stops, because women’s bodies never stop changing (which really doesn’t seem fair).
We captured our models, and celebrity talent Kristen Bell, in irreverent poses that dramatize and exaggerate the “you’re good” interaction.
Campaign [OOH, Digital, Social, Retail]
Role: Copywriter + Lead Creative
Campaign Landing Site
Refinery29 Coverage
MANIFESTO
It’s a tale as old as time.
You’re worried that whatever’s going on in your underwear is now public knowledge.
Displayed on the back of your pants like a neon sign.
So you ask a friend, a sister, a coworker,
or even a stranger, when times get desperate (which they often do)—
“Can you check me?”
and wait for their response.
Desperately hoping to hear those two magic words...
You’re worried that whatever’s going on in your underwear is now public knowledge.
Displayed on the back of your pants like a neon sign.
So you ask a friend, a sister, a coworker,
or even a stranger, when times get desperate (which they often do)—
“Can you check me?”
and wait for their response.
Desperately hoping to hear those two magic words...
Our wardrobe builds around Knix as the centerpiece of every outfit, showcasing period underwear in an elevated way that diverges sharply from the rest of the category. Wardrobe is one of my passions, and I couldn’t be happier with how it turned out! Shoutout to Kate Longarzo our incredible stylist.
Working with Kristen was a dream. It’s not every day you get to coach the voice of Gossip Girl in a VO read.
Here’s some OOH! Real placements (including a New York subway takeover, retail, Toronto streetcar wrap, Vancouver Skytrain wrap, etc. etc.) are on their way.
Knix wants women to know that “period underwear” actually work for all kinds of leaks.
Agency: Red Antler
CDs: Jason Moran, Eoin MacManus
Copywriter, Lead Creative: Amelia Brock (that’s me!)
Art Direction: Catalina Monsalve, Rachel Ellam Goss
Client: Emily Gerber
PM: Katie Allee-Walsh
Strategy: Erin McCarthy, Dani Kellner
Production: Alien Productions (Jess Hong, Allison Eng)
Photography + Video: Mat + Kat
Movement Director: Jorge Dorsinville
Wardrobe: Kate Longarzo
Props: Sierra Santiago
Hair: Clay Nielsen
Makeup: Zenia Jaeger
Kristen Bell’s Team: Nicole Chavez (wardrobe), Courtney Hart (makeup), Stephanie Rives (hair)