Beyond the Brief

Tommy John

Dots

CHALLENGE

Tommy John, a brand synonymous with underwear, wanted a social-first campaign that highlighted their new outerwear collection. They needed a smart, clean concept that would highlight the clothes and use copy to retain attention and highlight the company’s sensibility and humor.

Dots

SOLUTION

We highlighted the collection in a campaign that focused on wordplay and business language. By deconstructing common business phrases with double meanings, we could explore the versatility of the collection at work and at play. The focus on entertaining wordplay “gags” allowed us to highlight the clothing in stylized, minimal sets that suggested environments--a budget-friendly trick for keeping the focus on the product.