Em & May's Witty Campaign Shot Using a MacBook

Montreal-based underwear and swimwear brand Em & May has unveiled an unconventional campaign visual that breaks away from traditional lookbook formats. By displaying body photographs on a MacBook screen and layering actual garments over the monitor to mimic a worn appearance, the campaign playfully dissolves the boundaries between digital and analog, virtual and real.

The unique visuals created by merging on-screen images with physical clothing pieces cleverly cross the gaps between flatness and volume, digital and object, effectively conveying the brand's free-spirited and nonconformist aesthetic. Instead of conventional studio shoots or model-worn imagery, the campaign uses an everyday digital device—a MacBook—to simultaneously deliver wit and creativity.

This campaign also offers a fresh proposition for fashion communication in the social media era. It demonstrates that impressive visuals can be created with just a laptop from daily life, without expensive shooting equipment or complex setups, potentially inspiring independent brands and creators alike.

Based in Montreal, Em & May is known for its liberated and experimental design philosophy, and this campaign exemplifies their unconventional perspective and sense of humor. This project, which presents new possibilities for fashion campaigns, is expected to influence the creative direction of brands targeting digital-native generations going forward.