Most swimwear ads tend to stick to a basic formula in which models either frolic on a beach, at a pool or somewhere nondescript to highlight the fit and function of the garment.
But TA3 Swim — a brand whose founder and CEO, Leila Shams, knows a thing or two about swimming upstream against the advice of a few sharks — is eschewing the sea of sameness with a new campaign that’s so spicy, the women-led team at Pereira O’Dell that created it made a clean version in case some audiences got too hot and bothered.
The Lazy Girl’s Guide to Hotness, the 90-second hero film under the brand’s new Work Hot, Not Hard campaign, features OnlyFans star-turned-Gen Z influencer and TikTok creator Levi Coralynn as our protagonist serving an intentionally comical, low-energy tutorial on achieving bombshell status with minimal effort. In her charmed world, crawling from your bed to the floor counts as exercise, mascara from the night before can be repurposed for “the perfect smoky eye,” and multitasking for the sake of prioritizing one’s relationship translates to having the ability to lie across a table eating a caviar-covered chicken nugget while your partner is doing — ahem — something else, to show their appreciation.
Her ultimate cheat code, however, is her waist-cinching TA3 swimsuit, which helps her attain her “perfectly hot body,” as she gives a tug before strutting toward the camera while also wearing impossibly high heels and a playful smirk.
The campaign, Pereira O’Dell’s first for the brand, was inspired by the viral #LazyGirlAesthetic and #HotGirlsWhoEat trends, which celebrate imperfection and have garnered over 140 million and 200 million views on social media, respectively.
In the original cut of the film, Coralynn is being pleasured by her faceless partner, played by her real-life boyfriend. In a cleaner, yet still titillating version, he is painting red lacquer on her toenails.
Despite its glossy, high-fashion aesthetic and cinematic style, the film, directed by Amber Grace Johnson of Object & Animal, doesn’t take itself too seriously and is clever, refreshing and blush-inducing all at the same time. Coralynn’s breathy narration matched with deadpan humor and unapologetic demeanor seems almost fitting — pun intended — for a brand of swimwear designed to be forgiving to wearers who choose to snack between laps. (At a recent Miami Swim Week event, models clad in TA3’s body-sculpting swimwear handed out pizza outside the venue.)
“I created this brand because I wanted to eat and still look and feel hot,” Shams said in a statement. “That’s why TA3 is ‘EAT’ [spelled] backwards. I want my brand to be about enjoying your life without making sacrifices. Pereira O’Dell brought me the first campaign that truly celebrated a woman’s pleasure.”
When asked about the decision to include the racy scene, Pereira O’Dell ECD Julie Rutigliano told Campaign it was actually the only version both the team and Shams had initially agreed to make.
“It was never a question of whether or not we would use it or pitch it,” she said. “With the client, she just started laughing. She’s like, ‘Yes, that’s it!’ So, that’s kind of how it happened.”
She continued: “Every woman who’s either heard it or seen it has had the same reaction. No matter the age difference, it played [well to] all different types of people — not just people in our industry. They all said, ‘I feel seen.’”
With that said, Rutigliano did concede that men found the pedicure version “more erotic.” She also pointed out that the team were all women, and an intimacy coordinator was brought in, despite the stars’ existing personal relationship.
“I think that it was very important that everybody involved in talent and every part of [the production] was all women. I never, ever want to do something meant to empower a woman that would make the talent who’s also a woman feel in any way, not comfortable,” she said, noting that Coralynn was excited not only to do the film in its original iteration, but also share the final product on her social media.
“This campaign feels authentic to my brand,” Coralynn shared in a statement. “It’s like the new feminism: women are most powerful when they’re just being themselves and are free to indulge.”
While Rutigliano said the brand would feature the sanitized version on Instagram, the original would be viewable on its YouTube channel. The campaign will also be supported by OOH placements in Los Angeles and through influencer gifting initiatives.
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