Naturally You.

The launch of Boody’s nude range, a line cut in flesh tones across a spread of skin tones, inside the four-year partnership. Workhorse ran it end to end: concept, casting, art direction, photography, a painted element kit, then the rollout across every channel Boody had. The launch window was August and September 2018. The range kept selling after it, and the painted grounds were still carrying the feed the following summer, by then under customer photography and customer copy instead of the studio cast.

Part of Boody. Its own range.

Naturally You introduced the nude range, a line that stayed in the catalog after the launch. It had to read as Boody on sight and still hold a look of its own.

Everything on the page was made for it: the cast, the backdrop, the painted elements, the headline face. We built all of it to come down on schedule, and then it did not. The grounds were still in the feed a year later, under photographs we had not taken.

01Concept

Natural is the new nude.

Campaign line, 2018

What we threw out first.

Ask for a word like natural and the reference decks come back the same: forest light, a linen tent, hand-thrown pottery on raw wood. We closed that door on day one. None of it says anything about a bamboo basics range.

So the illustration got made before the shoot was booked. A painter worked in watercolor and gouache: hibiscus, anemone, dahlia, a sun shape, one loose hand-drawn outline. We scanned the set, pulled the six colors off the scans, and only then cast the room and ordered the backdrop. The grounds in the photographs and the grounds in the flatlays are the same six colors because the paint was first.

02System

Campaign · Naturally You

A palette, a cast, and a kit of painted elements.

The colors came off the scanned paintings. The casting note, the element kit and the headline face all followed from there.

Color

Canvas

Ground

#EFE2D0

Olive

Foliage

#B7BE7F

Terracotta

Sun

#E07A3B

Coral

Skin tone accent

#F0A199

Aubergine

Floral

#6B3A5A

Ink

Type

#1B1C1A

Type

Display

Cormorant Garamond · 300

Natural is the new nude.

A warm serif at a light weight, set large. Body copy stayed in the Boody sans, which kept the campaign inside the parent voice.

Casting direction

Two to four people per frame, cast for range, with real skin and real hair and no stylists working in frame.

Three of the cast against coral and olive painted shapes

Trio · coral ground

Four of the cast seated against a pink ground with painted shapes

Group · seated

Four of the cast photographed from behind on white

Back line · white

Decorative elements

Botanicals, a sun shape, one hand-drawn outline. Painted in watercolor and gouache, scanned, then cut in behind the product and the cast.

Lockup · campaign banner

Two bras in the new shades laid out with gerberas and leaves on painted shapes

Flatlay · gerbera

A bra and brief laid out with a peach rose and dark leaves

Flatlay · rose

A brown set laid out with a rose over yellow and red painted shapes

Flatlay · sun shape

03Photography

Shoot · Naturally You

Two days on one backdrop, and enough frames to run the launch.

400+

Frames captured

StudioOne backdrop2 days

Two of the cast laughing, framed by a painted hibiscus and anemone

01 / 01

Art direction + photography · Workhorse Studio

04Rollout

The feed.

Social carried the launch. We cut a run of square posts from the shoot and the flatlays: the cast in pairs and fours against the painted shapes, then the new shades laid out with gerberas, roses and leaves on the campaign colors. The same frames went to the landing page and into the email, so the launch landed as one piece on every surface Boody sold through. August and September ran on it, and the launch cleared 300,000 impressions.

Naturally You post: two of the cast embracing against orange and olive shapes

Naturally You post: two of the cast laughing on a peach ground

Naturally You post: two of the cast lying side by side against painted shapes

Naturally You post: a single cast member against olive and terracotta shapes

Naturally You post: briefs in the new shades laid out with rose petals

Naturally You post: a cami and brief with painted gerberas and foliage

Naturally You post: a cami and brief laid out with gypsophila and a pink gerbera

Naturally You post: peach roses and cream tulips in close-up

The landing page, boodywear.com/pages/naturally-you.

The Naturally You landing page hero: the full cast against the painted shapes — The landing page, boodywear.com/pages/naturally-you.

The collection banner, cut for email and the shop.

Naturally You email and collection banner: four of the cast from behind, arms linked — The collection banner, cut for email and the shop.

05Next year

The kit outlasted the launch.

We had built the painted elements for the launch window. They stayed up. By the following summer the same shapes and the same six colors were still the ground of the basics feed, except the photography on top of them was no longer ours. Creators were shooting the nude range at home, in window light and on porch sofas, and those frames went out on the campaign grounds as they arrived.

The other thing that changed was who was talking. The studio wrote the launch. A year in, the posts that carried the range were customers quoted directly, set as type on the campaign colors, with a product card behind them. Katie, Jacqueline, Amanda and Carole are all real reviews, run verbatim.

Creator photograph: a woman stretching in a peach Boody bra beside a houseplant

Creator photograph: a woman in a tan Boody bra against the campaign orange and olive shapes

Creator photograph framed on coral: a woman in a tan Boody bra and brief

Creator photograph: a woman on a porch sofa in a white Boody cami

Review card on coral: "So comfy! You will never want to take it off." Katie

Review card on peach: a customer says she replaced every other pair, Jacqueline

Review card on aubergine: a customer on fit and breathability, Amanda

Review card on lilac: a customer on wearing the bralette under work clothes, Carole

The nude range worn against the campaign coral and painted shapes

Product card: the Padded Shaper Bra in the deepest of the nude shades

Product card: the Classic Bikini in the palest of the nude shades

Flatlay on tan: a Boody bra laid out with knitting yarn, a leather notebook and a woven dish

One chapter of four years

This was one campaign inside the Boody partnership.

Naturally You launched a range in one window and stayed in the feed long past it. The always-on engine that carried Boody across four years, strategy through social, email and the creator roster, lives in the parent case study.

Four years · Strategy to engine · 100+ creators