About the brand

Distance is a lingerie and swimwear label focused on women aged 18–45. The brand offers high-quality pieces designed with comfort, individuality, and body confidence in mind. Many of the designs are made-to-measure, ensuring a flattering fit across different body types.

Campaign goal

The objective was to create versatile content that would support the brand’s summer communication across a longer period. The key focus was on presenting the new swim and lingerie collections—capturing how the pieces fit, move, and look in varied environments. Functionality, beauty, and atmosphere were all central to the brief.

Target audience

Distance speaks to women who choose lingerie not just for appearance, but for how it makes them feel. Their customers want to feel comfortable, empowered, and beautiful—whether they’re dressing for themselves or for someone else.

Creative concept

Shot entirely on location in Thailand, the content combined body-centric imagery with clean product photography. Natural light, real-life settings, and soft contrasts were used to bring out the material qualities, fit, and emotional undertones of each piece. The visuals aimed to feel both lived-in and aspirational.

Deliverables

The shoot resulted in approximately 40 photographs and around 20 Reels. The mix included styling on body, product details, and short dynamic videos tailored for Stories and paid formats. Everything was designed for longevity on Instagram and beyond.

Collaboration & challenges

A technical issue with the camera during the shoot affected the number of stills. This led to a stronger emphasis on video formats—resulting in a richer audiovisual outcome. The client was fully satisfied with the final delivery.

Distribution

The content was published primarily on Instagram, the brand’s main platform. It supported summer campaigns and continues to serve as part of the brand’s active visual presence.

Strategic impact

The project provided Distance with diverse content for long-term use, strengthened the presentation of their new collection, and helped maintain a consistent visual tone across their primary sales channel.

Motion

Still