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Frankie Lane: Campaign Planning and Execution



Services With HYSCULPT:

Services for this campaign: social strategy – campaign planning – campaign execution – post-production – content creation (videos)


October - November 2023

Frankie Lane is a lingerie brand for transgender women. The brand is committed to providing sustainable, beautifully designed lingerie that fits transfemme bodies. It creates a ‘safe space’ for this community, offering support and guidance at every stage of their journey of self-discovery and acceptance. Frankie Lane believes that everyone should be beautiful, confident and comfortable in their own skin and empowers young transfemme by celebrating beauty in all its forms. Hysculpt curated and executed the campaign for its first transfemme lingerie collection and produced the promotional video.

Hysculpt’s preparation for the campaign included campaign options, a detailed storyboard for the chosen campaign, videographer sourcing and briefing, and poster creation to recruit local volunteers. To effectively convey the brand messaging and resonate with the audience, we have framed the narrative of this video campaign around the inspiring journey of the founder, Lisa as well as transfemme volunteers detailing their experience and first impressions of the product. The aim is to create inclusive lingerie for transgender individuals, reflecting the values of love, acceptance, and empowerment.

Campaign Execution

We were also in charge of the day-of event execution and support, BTS content, and post-production management. From a mother’s journey to inclusive empowerment, Lisa (the founder of the brand) shares her personal  experience  and the brand story in this video.

Two volunteers were also present on the day to share their experiences with trying on the Frankie Lane collection, as well as  Bobbi, founder of Trans in The City, to share the impact of Frankie Lane on the community. The entire promotion is dedicated to increasing brand awareness and engagement for Frankie Lane.


Frankie Lane continues to create more exquisite products for transfemme consumers. We look forward to seeing the brand grow and gain the recognition it deserves!

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