PROBLEM : Tommy John sought a captivating advertising campaign to launch their innovative Second Skin underwear collection. This new line boasted exceptional comfort with a focus on silky softness, natural breathability, and a unique Hammock pouch design. The campaign needed to effectively communicate these key product features to a target audience of men seeking exceptional comfort in their underwear.
SOLUTION : Initially, we pitched a multi-scenario concept titled "A Day in the Life of the Boys" was proposed. This concept aimed to showcase Second Skin's benefits throughout various daily situations. Through collaborative discussions, the client opted to focus on a single, relatable scenario – "Relaxing at Home." This decision ensured a clear and concise message highlighting the comfort and support provided by the Hammock pouch design. I created a detailed storyboard to visualize the advert. This was accompanied by a mood board that defined the desired aesthetic – clean, modern, and focused on product functionality. Once the storyboard was signed off I had weekly meetings with the 3D animation team which ensured meticulous modeling of the underwear, incorporating of realistic textures and lighting to achieve a visually appealing product presentation. We then moved into post-production refinement with the post-production team where we leaned into precise color correction, the addition of sound design and music, and the adding the copy.
The final advert successfully uses captivating visuals to showcase the unique comfort and support offered by their innovative Hammock pouch design.
ROLE : Art Director
AGENCY: Wpromote
SOLUTION : Initially, we pitched a multi-scenario concept titled "A Day in the Life of the Boys" was proposed. This concept aimed to showcase Second Skin's benefits throughout various daily situations. Through collaborative discussions, the client opted to focus on a single, relatable scenario – "Relaxing at Home." This decision ensured a clear and concise message highlighting the comfort and support provided by the Hammock pouch design. I created a detailed storyboard to visualize the advert. This was accompanied by a mood board that defined the desired aesthetic – clean, modern, and focused on product functionality. Once the storyboard was signed off I had weekly meetings with the 3D animation team which ensured meticulous modeling of the underwear, incorporating of realistic textures and lighting to achieve a visually appealing product presentation. We then moved into post-production refinement with the post-production team where we leaned into precise color correction, the addition of sound design and music, and the adding the copy.
The final advert successfully uses captivating visuals to showcase the unique comfort and support offered by their innovative Hammock pouch design.
ROLE : Art Director
AGENCY: Wpromote