Popilush Shapewear
Winner in Integrated Marketing Campaign 2025
Winner in Brand Refresh / Transformation 2025
As pioneers of apparel with shapewear inside, Popilush set out to empower women of all shapes and sizes to feel confident in their skin. Following a comprehensive brand refresh, we reintroduced Popilush to the world with Live Lush—a bold, integrated campaign that reframed shapewear as a source of joy, confidence and personal power. More than a tagline, Live Lush embodies a lifestyle that invites women to feel their best, look their best, and live their lushest lives.
The campaign connected Popilush’s hero product—the shapewear dress that hugs, lifts and shapes—to the emotional rewards of confidence and self-expression. From the soft caress of fabric to the moment of catching your reflection, Live Lush amplified how shapewear can empower rather than constrain.
Across all touchpoints, Live Lush unified Popilush’s revitalized brand voice with a confident, feminine visual identity, positioning the brand as more than a product but a platform for self-love and self-realization. The campaign’s tone even echoed organically in culture, appearing in press like In Touch’s Lizzo feature—proof that Live Lush was more than a message. It became a movement.
My role: Associate Creative Director, Copy
EVP Creative: Kat Tushim
Creative Director: Liz Furze
Associate Creative Director, Art: Sarah Zimmer
Art Director: Laura Schultz
Agency: AMP, Upshot
Live Lush
Commercial Spot
Digital Video
The Results
We launched the Live Lush platform with Popilush’s first-ever national TV commercial, airing across premium networks like Bravo, TLC, and HBO. Our hero spot anchored a cross-channel rollout that included 15-second and 06-second cutdowns to spotlight varied product and brand benefits across formats and audiences. Over 30 assets extended into digital, paid, and organic social, ensuring Popilush met women where they sought inspiration and uplift.
To build authenticity and cultural momentum, we activated Spring and Summer influencer programs with 13 micro and mid-tier partners and seeded product to 100+ creators to expand organic reach.
The results spoke volumes, proving the power of emotionally resonant storytelling in driving action and efficiency.
achieved an average Cost Per Visitor of $1.86, outperforming the industry benchmark by $2.71
“Popilush” became an official Search Topic on Google in Q3 Y24
Share of Voice nearly doubled to 7.6% (excluding Skims), and tripled from 0.4% to 1.2% with Skims included
InTouch magazine echoed language from our Live Lush press release in a feature on Lizzo
