we first started working with boodywear six months ago. we were asked to build a social strategy and voice for the organic bamboo basics brand… from scratch.

so, the question became:  how do we tell a story that is authentic and relatable, while still showcasing the clothing?

answer: just keep it real.

We used real people as models, travelled to farms and farmers markets, followed runners and artists, swam on beaches and rode ski lifts to create images that ring true to experience. for our in-house shoots, we didn’t compose sets but rather stories, considering how each image fits into the broader narrative. our campaign focuses on everyday life, down to the hashtag. after all, boody #fitswhoyouare.