Curvissa TV Adverts
Bold fashion storytelling, built for response
Concept, copywriting and art direction for a long-running series of DRTV adverts for plus-size fashion brand Curvissa.
The brief was to create a distinctive, cost-effective visual style that could repeatedly showcase Curvissa’s wide fashion range while remaining flexible enough to deliver strong offers and direct response messaging.
I developed a bold, picture-postcard approach that felt disruptive within the DRTV category while providing a clear, consistent framework for presenting multiple outfits, styles and price points. The result was a highly recognisable format that balanced brand appeal with performance.
The adverts ran for over two years, proving both popular and commercially effective, and utilised a broad range of DRTV techniques to drive response while celebrating fashion designed for real women.