Feeling Good

In 2023, I led creative direction on a hero brand spot for Tommy John. Brand strategic work from consumer research agency Roundpeg yielded the brief for this creative. Focusing on consumers with a self-assured mindset, radiating optimism and premium positioning. These are folks who want to look and feel good. I led the full scope, partnering for a second time with acclaimed director Giovanni Messner and LA production shop, Brother. I led all pre-production decisions, inclusive of talent and location direction as well as the product style-out. The scope yielded 1 hero spot with 3 variations and a director’s cut.

Below is the hero film, alongside select frame stills representing the full body of work at a high-level. Anamorphic lenses were used to give this spot a cinematic look, adding a wide aspect ratio and dramatic lens flares for mood.