Women’s Divisional Launch

Historically a men’s only business, Tommy John’s product positioning was built on problem-solution. Consumer insight clearly pointed out that women also battled with the uncomfortable truths such as bunching, rolling, pinching, visible panty lines, and of course, wedgies. In partnership with Preacher, we launched with a humorous film, directed by Elizabeth Banks, to identify these little adjustments.

For this divisional launch, I led the creative direction, in close-partnership with our agency, Preacher. This included building out our launch & PR plan to directing the stills shoot on-location, as well as executing design of site, crm, paid & organic social deliverables across tease & launch phases.

Below is the hero film and key ad-like objects representing the work at a high-level.