Your Day with Viv’en Petty

Strategy, creative campaign

BACKGROUND

Viv’en Petty, a tights brand, asked us to create a campaign to change how people think about tights. They wanted to show that it’s not just the classic black ones that deserve love. We took on the challenge and showed that tights are great for everyday wear for all women, no matter what they do or how they look.

CAMPAIGN

The brand has a wide range of tights (we failed to count), from base leggings and correcting items to a fashion line with prints. Women’s primary choice is almost always narrowed down to black tights. They consistently top the list as a part of an office look or a first date.
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Our challenge was to show looooots of tights, which women tend not to consider, grabbing black tights as an afterthought. Polka dots, animal patterns, flirty stripes, you name it! All of these vibrant patterns deserve to be shown not on special occasions but stand out every single day.

We came up with the idea of connecting the variety of Viv’en Petty tights with the diverse roles of women, and that’s how our campaign was born.

In the 15-second video ‘Your Day with Viv’en Petty,’ Tanya Parfilyeva, the brand ambassador, appears not only in seven different looks but also in various roles, all highlighting legs in tights.
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Tanya tried on the roles of a blogger, a mother, and a businesswoman to demonstrate how tights naturally fit in any woman’s wardrobe.
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This video manifests that whether you’re lulling the baby, being in a hard work mode, or simply going on a date, you own every single day with Viv'en Petty.

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The project has become perhaps the most dynamic in the history of the agency. It took a little more than a month from the creation of the idea to the release of the campaign. Needless to say, it was lots of fun and lots of “Gulliver and Lilliputs” jokes.

Key Visual

We complemented the campaign with a series of key visuals, alluding to “Gulliver and Lilliputs.” This visual technique shows the broad diversity of Viv'en Petty tights in a captivating form that will definitely tap into your memory.

CREATED BY

Client — Viv’en petty

Main character — Tanya Parfileva

Agency — Drama Queen

Creative Director & copywriter — Anna Goncharova

Project manager — Yulia Gapon

PRODUCTION — TVLAB

Director — Liza Ruda

DOP — Vlad Pen’kov

Ex. producer — Oleksandr Khmyrov

Line producer — Lena Vyazovs’ka

Set photographer — Danya Pryvit

Retoucher — Anastasiia Tira

POST PRODUCTION

Postproduction studio — TVLAB

Post production producer —

Oleksandr Troshchylo

Edit — Anastasiia Loginova

VFX — Max Arsenyuk

Color Grading — Olha Kriukova

Music — Suren Tomasyan

VO Talent — Liza Mayska