Via FABRIC\TBWA and Revolver.
This Is Where I Change is the latest campaign from the team at Bras N Things aimed at supporting women during life’s transformative moments and empowering women in and out of the fitting room.
The campaign, a collaboration between Bras N Things, FABRIC\TBWA and Revolver, shines a light on the fitting room experience and how the bras women buy often hold up a mirror to the life stage they are at.
"We embarked on this journey because we understand the challenges womxn face," said Natalie Chalmers, general manager of product and marketing at Bras N Things.
"The change room is more than just a place to try on underwear—it's where we can shed all the pressure and expectations and embrace the person we're becoming. Whether you're navigating a new chapter or owning the one you're in, you deserve a space that supports you and provides the products you need.
"This campaign is our way of saying, "We see you, we've got you, and you deserve to feel incredible." It's about empowering everyone who visits Bras N Things to take ownership of their journey, to feel strong, unstoppable, and ready to face whatever comes next. Because you deserve to walk out of that change room feeling like the powerhouse you are.’
Keenan Motto, Creative Partner & Co-founder, from FABRIC, said there’s a really powerful duality in the concept of the fitting room.
"On one hand, fitting rooms are typically all consuming, small spaces where we literally strip ourselves bare, but on the other, they provide us moments to transform, to enter new chapters and let the ‘new’ in," said Motto.
"This Is Where I Change is about being supported and empowered to face these moments fearlessly.”
Directed by Leilani Croucher, Revolver, the campaign video’s montage style reflects the central, transformative theme of This Is Where I Change. Depicting a series of honest and relatable scenarios based on the female experience, the video demonstrates how Bras N Things is supporting women through all life’s stages from the very first bra fitting.
This Is Where I Change campaign launched 17 Feb across OOH, digital, social and instore.
Credits:
Client: Bras N Things
General Manager of Product and Marketing: Natalie Chalmers
Marketing Manager: Rachel Dougan
Senior Brand Manager : Samantha Borg
Agency: FABRIC
Video Production: Revolver
Director - Leilani Croucher
Managing Director/Co-Owner - Michael Ritchie
Executive Producer/Partner - Pip Smart
Producer - Alex Taussig
Director of Photography - Andy Commis
Production Designer - Jen Waters
Costume - Megan Murray
Casting - Citizen Jane Casting
Post Production – Editor, Colourist, VFX/Online Scott Stirling
Music: Otis
Stills Production: BOLT
Photographer - Hannah Scott Stevenson
Stylist - Bridie Gilbert
Hair - Lok Lau
Makeup - Kellie Stratton
