Erin Kelly | Senior Integrated Producer | Los Angeles
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Shapewear Reinvented | Yitty by Lizzo

Brand Launch | April ‘ 22

April 12th, 2022 we launched YITTY — shapewear reinvented by Lizzo.
YITTY is a fashion lifestyle brand that is grounded in shapewear.
Flattering fits, customized compression, everyday comfort & stand-out style make every body feel great.

In less than a week, the launch generated:
    •  7.5B+ total impressions
    •  307K+ new followers on Instagram
    •  69K+ new followers on TikTok
    •  16K+ new followers on Twitter
    •  70+ articles, Incl. 2 full pages in the NY Times

Creative Director: Remi Carlioz
Photographer: Robin Harper
My Role: Director, Production / Producer
For the launch of Yitty, Lizzo's size-inclusive & revolutionary shapewear brand, we had to go out with a bang. We casted a group of beautiful & confident women who truly embodied the versatility, boldness and diversity of this brand, and used the historic Hollywood Roosevelt Hotel as a backdrop. And of course, we added in a vintage car, lots of twerking, & a rooftop moment to steal the show