People will listen to you if you entertain them.
    FROM THE TOP!
BIG IDEA
Women don't want people to know they’re wearing shapewear.
STRATEGY
Maidenform Shapewear provides control and shaping without giving itself away.
PRINT
Keep on staring.
(Stare at the focal point and watch the shapewear disappear)


The best kind of secret is one that stays hidden.
With No-Show smooth silhouette, Maidenform keeps it under wraps.
There are certain things a lady never shows.
Formed with you in mind, Maidenform stays out of sight.
Sometimes the very thing that gets you
noticed is the one that no one notices.

Providing a seamless look under every garment, Maidenform ensures they never will.
PACKAGE DESIGN
Shapewear is hidden in bottom portion of package,
giving the illusion that the product is invisible.
IN-STORE DISPLAY
Image can only be viewed from front.
CURTAIN CALL
Art Direction: Devin Hilgenkamp
Copywriting: Eric Witman