Abecita – Film Noir Campaign

Following the commercial success of the Pin-Up campaign, Abecita commissioned a second campaign to further expand its reach and strengthen engagement with a younger audience, while maintaining its established customer base.

Abecita is a Swedish lingerie brand founded in 1932.

For this second chapter, Andrea Belluso developed the Film Noir concept, drawing inspiration from the visual language of 1920s and 1930s cinema. The campaign translated cinematic chiaroscuro, mood and atmosphere into a contemporary lingerie narrative, continuing the brand’s strategic exploration of timeless femininity through distinct visual eras.

The campaign built on the momentum of the previous collaboration, contributing to a reported 40% increase in sales revenue, following the initial 20% uplift achieved by the Pin-Up campaign.(ref. Resumé Magazine)

Media Platforms: Website, Social Media, Look-Book and catalogue, Print Marketing

Creative Role: Creative Director and Photographer.