Intimissimi enlists the help of SJP in its latest campaign.
The jazzy spot sees Sex and the City star Sarah Jessica Parker act as dance conducter to a team of models as they turn the motion of putting on a bra into a jazzy dance routine.
This comes alongside an augmented reality experience which allows customers to mix and match bras with the help of five avatar characters, including SJP herself. Each character also performs the "bra twist" dance in an animation loop, which can be shared on social media.
Running across TV, outdoor and print, the work was directed by Leonn Ward through Glassworks Amsterdam.