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.
Feeling Good (2023) / Director: Giovanni Messner / Production: Brother / Creative Director: Fawad Khan
Comfort Means Confidence
In 2020 - 2022, I led creative direction on direct-response spots and brand cuts for Tommy John. Focusing on best-selling categories of underwear, lounge and sleepwear, the spots portray a lifestyle emulating confidence through comfort. I led the full scope, from beginning the RFP process to awarding the job. Along with director Giovanni Messner and Los Angeles 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 6 hero spots, with several cutdowns of the footage being used to support site video needs as well as paid & organic. The spots performed extremely well — with high response rate and brand awareness lift for the category.
Below is the hero film, representing the full body of work at a high-level.
Comfort Means Confidence (2021) / Director: Giovanni Messner / Production: Brother / Creative Director: Fawad Khan
Hammock Pouch (2021) / Director: Giovanni Messner / Production: Brother / Creative Director: Fawad Khan
Brand New Champion
In 2025, I led creative direction on 3 brand spots for Tommy John, focusing on the brand’s adjacency to recreational sport. More specifically, these spots targeted the men’s business through multi-sport variations, namely golf, basketball and pickle ball with the handle ‘All Balls Welcome’. Cutdowns of the footage captured was used to support site video as well as paid & organic social deliverables. The ads performed with high response rates, driving significant traffic to the brand’s online, amazon and wholesale channels.
Below are three hero films & awareness building social ads representing the work at a high-level.
Brand New Champion (2025) / Director: Billy Kidd / Production: CVLT / Creative Director: Fawad Khan
Brand New Champion - Golf Direct-Response (2025) / Director: Billy Kidd / Production: CVLT / Creative Director: Fawad Khan
Brand New Champion - Basketball Cut (2025) / Director: Billy Kidd / Production: CVLT / Creative Director: Fawad Khan