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 and PR plan, directing the stills shoot on location, and executing site, CRM, paid and organic social deliverables across tease and launch phases.

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

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