SUE ROCK ORIGINALS
DIRECTOR // CREATIVE DIRECTOR: BLAYZE TEICHER
2025 TELLY AWARD: CRAFT-WRITING
DISCIPLINE
Sue Rock Originals makes size-inclusive fashion for professional women. Competing
brands in this category miss the opportunity to make women feel elite. Our campaign attracts women ready to lean into their accomplishments, design into their best selves, and nurture their professional discipline.
GET plus-sized women
WHO are career-obsessed
TO invest in Sue Rock Originals clothing
BY celebrating their accomplishments
The Challenge
Renowned Brooklyn-based designer, Sue Rock, established herself as innovative artist, garnering attention from top talent like Ariana Debose and Coleman Domingo. Reeling from her success, her social presence was struggling to reach plus size customers in markets outside of New York City. Our goal was to stimulate online sales and build excitement for her Spring 2024 Collection.
The Strategic Approach
Run a :30 paid ad celebrating women at the height of their career. The spot titled "Discipline" subtly challenges the stigma plus size women face while simultaneously commending their dedication to designing their own success.
The Creative
VO:
We’re expected to always get it right.
Get the "right” grades,
make the "right” connections,
get on the “right” career path.
But no one ever mentions what it takes
to achieve that greatness: discipline.
It takes hours and dedication and craft
to become the hero you needed as a kid.
To see you, be you in the real world--
in that arena, on the stage.
Sue Rock Originals--
designing into your greatness.
The Results
Increased Instagram engagement by 30.3% and reach by 607%.
written/directed by: Blayze Teicher
cinematography: Forest Erwin
co-directed by: Destyn Fuller-Hope
co-written by: Ari Brenner
starring: Ava Sofia Mattox
executive producer: Like Fire Creative
producer: Danielle Earle
casting: Olivia Titus
production design: Perry Powell
editing/color: Destyn Fuller-Hope
associate producer: Kayla Amani
HMU: Maria Huggins
gaffer/AC: Fiona Carlsen
Shop the collection here
