Underwear for the hours nobody sees.

  • #research
  • #strategy
  • #brandworld
  • #statics
  • #motion
A woman stretching by a bright window in a cream rib cotton bralette and brief

LÚNA is a concept underwear brand Salted made to show the whole process. It had a look and a voice but no customers yet, so we read over a thousand reviews of the category, found who buys rib cotton and why, and turned what they said into six ad concepts and finished AI creative.

The brief

Take a quiet, film diary brand to paid social without losing the look. LÚNA makes two pieces in organic rib cotton, a bralette and a high waist brief, with no wire, no hooks and a wide soft band. We delivered category review research and customer types, six concepts across two directions, static ads in 4:5 and 9:16, an animated still and a real time video for Reels and Stories.

A woman sitting on an unmade bed with a mug, seen from behind, in the cream LÚNA set
The LÚNA rib bralette laid flat on a cream wall with a tape measure and fabric swatch
Research

LÚNA had no reviews of its own, so we pulled 1,016 reviews of cotton bralettes and briefs from the category and read them line by line. People choose the fabric before the bra. They wear it at home, they hate anything that digs, and the best thing they can say is that they forgot it was on.

29%Want natural fibre next to the skin
11%Hate wires and bands that dig
10%Want a bra for around the house
#1Result: forgetting it’s on. LÚNA’s lane
“I only wear it because it’s a societal expectation.”Pain · category review
“Organic cotton is the new standard.”Desire · category review
“I had it on yesterday and forgot I was wearing it. I never feel like this in a bra of any kind.”Result · category review

These are public reviews of other brands, shown as research. They are not LÚNA customers, and no review, rating or count appears in any ad.

The LÚNA model sheet: one model from every angle, close up and full length
Strategy

Two ways in. One speaks to the pain of a bra that comes off the second the door shuts. The other speaks to the wish for nothing but organic cotton next to the skin. Both point at four customer types we found in the reviews.

Direction A · pain“I hate bras.”
Direction B · desire“Nothing but organic cotton next to my skin.”
Customer types
  • CT1Natural fibre switcherThe core buyer. Already swapped the sheets and the tees. Reads every fabric label.
  • CT2Home comfort bra haterUnhooks the bra through her shirt before her keys hit the bowl.
  • CT3Small bust, cover not supportWants coverage and soft cotton, not padding she pays extra for.
  • CT4New motherBuys the high waist brief because every waistband she owns sits where it hurts.
Six concepts
  • L-01The 6pm bra vs. the all day one.Bra haterUs vs them static
  • L-02Switched the sheets. Switched the tees. Forgot the one I wear all day.Fibre switcherLaundry flatlay static
  • L-03Still in yesterday’s T-shirt because a bra means the day has started.Bra haterText over image static
  • L-04Nothing you don’t need.Cover not supportAnimated still, 11s
  • L-05Noon. Second coffee. Haven’t thought about it once.Fibre switcherReal time video, 12s
  • L-06Week two home. Every waistband I own sits right where it hurts.New motherNotes app static
The work

Every concept is made for every placement: a 4:5 for the feed and a 9:16 for Stories and Reels. Each piece keeps the brand’s warm light, linen and serif type, so the ads feel like the same quiet brand world.

L-01 static: an underwire bra beside the LÚNA bralette on a linen bed, labelled underwire, hooks, padding versus no wire, no hooks, wide soft bandL-01 story version
L-01Us vs them static · 4:5 + 9:16The 6pm bra vs. the all day one.
L-02 static: the LÚNA set laid out on a bed with folded sheets, tees and wool socksL-02 story version
L-02Laundry flatlay static · 4:5 + 9:16Switched the sheets. Switched the tees. Forgot the one I wear all day.
L-03 static: a woman laughing with a mug in a cardigan, with the hook set over the imageL-03 story version
L-03Text over image static · 4:5 + 9:16Still in yesterday’s T-shirt because a bra means the day has started.
L-06 static: a notes app card over the high waist brief on soft cotton
L-04Animated still · 11sNothing you don’t need.
L-05Real time video · 12sNoon. Second coffee. Haven’t thought about it once.
L-06Notes app static · 9:16Week two home. Every waistband I own sits right where it hurts.
What we’d test first · a plan, not results
  • 01L-01 against L-04 for people who already know the product. Two ways to show what you stop putting up with.
  • 02L-03 and L-06 for people who know the problem, each tested on its own audience.
  • 03L-05 for cold traffic, and headline swaps on L-02.
Process

Taste on every frame, with AI doing the heavy lifting. GPT Image 2.5 made the statics, Seedance 2.5 shot the real time video, and Hyperframes renders the animated still from code. The first round looked too perfect, so we pushed every prompt toward a quick phone photo: overcast light, a slept in bed, ordinary clutter.

L-02 first round: a styled, too perfect flatlayL-02 final: the same flatlay with real light and real clutter
Round 1Too perfectRound 2Phone photo realism
01Research

Read the category reviews, count the themes, keep the four customer types worth talking to.

02Concepts

Two runs, pain and desire, built into six concepts with a hook, a person and a format.

03AI production

Built from the product sheet and model sheet, so the set and the face stay the same in every ad.

04Edit

Pick, crop and retype by hand, check every claim, cut for feed and story.

A woman laughing with a mug at a kitchen counter in the LÚNA set and a grey cardigan
Rules on every piece
01Lifestyle led, with a whole person or the garment on its own. No close crops of the body, so every ad fits Meta’s underwear rules.
02Fabric and construction claims only. No support, durability or see through claims, and no health claims.
03No reviews, ratings or customer counts. LÚNA is a concept brand and has none.
Brand
First light#EEE9DF
Oat linen#D6CDBD
Palm shade#4E5A3C
Darkest hour#1E1D1B
Blush#D3A592
Warm ivory#EFE8DA
Newsreader Light · headlinesCotton you’ll forget you’re wearing.
Inter · wordmark and labelsLÚNA
Work with Salted

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LÚNA is a concept brand made by Salted Studio. Not a real product, not for sale.Claims shown: fabric and construction only.