Sophia Lee - Art Director
Unclasp Me
2024

Brand
Durex

Role
Concept, Art Direction, and Copy Writing

Team
Jungmin Kim

Instructor
Gio Serrano

Challenge

Help Durex break down barriers to 
sexual freedom.


Background

 Many struggle with doubts about their performance and aim to impress their partners.
Insight

During intimate moments, a guy's struggle with unclasping a bra can really kill the mood. Despite receiving tips in sex ed, crucial skills like this were overlooked, leaving many men feeling inadequate.


Idea

Durex launches "Unclasp Me", a playful campaign that turns a nerve-wracking moment into a confidence-building experience through a Bra Condom Pack, interactive billboards, and a Tinder collab, helping people let go of pressure and embrace the moment.