tommy john
PROBLEM : Tommy John wanted an advert that would help sell their most innovative underwear 'Second Skin'. The Second Skin collection was designed to provide a comfortable and barely-there feel. The 3 key product highlights they wanted us to call out were, the silky softness of the fabric, the natural breathability and the Second Skin's unique Hammock pouch.
SOLUTION : I decided that we first needed to hook the viewer with a relatable story. And so came up with the concept 'A day in the life of the boys'. I came up with 3 scenarios which our audience goes through on a daily basis, and how the Tommy John Second Skin underwear is there to support you through out the day in each of those scenarios. Each scenario would be it's own advert highlighting the silky softness, the natural breathability and the Hammock pouch.
As we developed the concept with the client they decided that they just wanted to create one advert that highlighted Second Skin's unique Hammock pouch. So we ran with story arch C 'relaxing at home'.
SOLUTION : I decided that we first needed to hook the viewer with a relatable story. And so came up with the concept 'A day in the life of the boys'. I came up with 3 scenarios which our audience goes through on a daily basis, and how the Tommy John Second Skin underwear is there to support you through out the day in each of those scenarios. Each scenario would be it's own advert highlighting the silky softness, the natural breathability and the Hammock pouch.
As we developed the concept with the client they decided that they just wanted to create one advert that highlighted Second Skin's unique Hammock pouch. So we ran with story arch C 'relaxing at home'.
ROLE : Art Director
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