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What the client needed help with
Binôme is a boutique lingerie brand with a distinct philosophy: that beautiful lingerie shouldn’t be reserved for special occasions. It’s designed for contemporary women who want to feel confident, elegant, and comfortable — every day.
When they came to us, they didn’t need a rebrand or a new product launch. What they needed was visual content that truly captured the essence of who they are — a balance between intimacy and strength, softness and confidence. The kind of images that speak quietly but clearly.
The goal was to create a photo and video campaign for Instagram that didn’t feel staged or generic. Something sensual, but never showy. Authentic, but still aspirational.
Apparel
Binôme Lingerie
Create a photo and video campaign that balances intimacy, elegance, and everyday wearability.
Translate the brand’s philosophy into authentic visual content that resonates on Instagram.
With our analysis, they could solve two problems at once:
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What we did
Our role was to translate Binôme’s philosophy into a visual language that felt real and refined — and that could live comfortably in the everyday scroll of Instagram without losing its identity.
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Finding the tone
We started, as always, by listening. Who is the Binôme woman? She’s not performing for anyone. She dresses for herself. She doesn’t wait for a special day to feel good in her body. She values elegance, but also ease.
From there, we developed a moodboard and creative direction rooted in natural light, quiet interiors, and a palette that reflects the brand’s softness — ivory, blush, dusk tones, and natural textures.
No drama. No artificial setups. Just clean, emotionally honest aesthetics.
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Planning and shooting
We directed a one-day shoot focused on both still photography and motion content, designed to work seamlessly across Instagram grid, Stories, and Reels.
Key principles we followed:
  • Natural body language — the model doesn’t pose, she inhabits the space
  • Soft, minimal styling — hair, makeup, and interiors all support the feel of intimacy without overproduction
  • Intentional framing — the lens doesn’t objectify, it observes
  • Slow, deliberate pacing — especially in video, to allow space for the viewer to feel and absorb
The shoot location was kept quiet and lived-in. Materials — linens, wood, shadow — all served the atmosphere of simplicity and quiet confidence.
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Final delivery
The final output included:
  • A curated series of Instagram-ready photos for the brand’s visual feed
  • Vertical crop stills for Stories and mobile placement
  • A short video clip for use as a teaser or editorial centerpiece on Instagram
The shoot location was kept quiet and lived-in. Materials — linens, wood, shadow — all served the atmosphere of simplicity and quiet confidence.
This project wasn’t about showing lingerie. It was about revealing a feeling — the quiet power of choosing beauty for yourself, every day.
For us, it was a reminder that content doesn’t have to shout to be seen. Sometimes, softness leaves the strongest impression.
Final Takeaways