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.