tommy john: unveiling second skin comfort
with confidence
PROBLEM :
Tommy John needed a compelling hero video to serve as the cornerstone of their campaign for the Second Skin Evolution underwear collection. The advertisement had to spotlight the collection’s standout feature—the innovative Hammock Pouch design—while being optimised for seamless distribution across Meta, TikTok, and YouTube Shorts. The goal was to create an ad that was engaging, relatable, and visually striking to drive traffic and boost sales.
SOLUTION :
To bring the campaign to life, we initially pitched a multi-scenario concept titled “A Day in the Life of the Boys,” designed to showcase the benefits of Second Skin Evolution in various everyday situations. After collaboration with the client, we refined the direction to a single, highly relatable scenario--“Relaxing at Home.”
I developed a meticulously detailed storyboard to map out the video, supported by a mood board that established the aesthetic: sleek, modern, and functionally focused. To ensure the highest level of execution, I worked closely with the 3D animation team, conducting weekly reviews to refine textures, lighting, and motion for ultimate realism. Post-production enhancements—including immersive sound design and expert finishing touches—elevated the final piece into a visually captivating experience.
The resulting hero ad was nothing short of a game-changer. Through stunning 3D animation, it vividly demonstrated the innovative comfort and support of the Hammock Pouch. To maximize impact, multiple short-form variations were produced for Meta, TikTok, and YouTube Shorts, ensuring platform-native optimization and heightened engagement.
The campaign delivered outstanding results, generating a significant lift in website traffic and fueling a major boost in sales for the Second Skin Evolution collection.
RESULTS :
ROLE : Art Director
AGENCY: Wpromote
Tommy John needed a compelling hero video to serve as the cornerstone of their campaign for the Second Skin Evolution underwear collection. The advertisement had to spotlight the collection’s standout feature—the innovative Hammock Pouch design—while being optimised for seamless distribution across Meta, TikTok, and YouTube Shorts. The goal was to create an ad that was engaging, relatable, and visually striking to drive traffic and boost sales.
SOLUTION :
To bring the campaign to life, we initially pitched a multi-scenario concept titled “A Day in the Life of the Boys,” designed to showcase the benefits of Second Skin Evolution in various everyday situations. After collaboration with the client, we refined the direction to a single, highly relatable scenario--“Relaxing at Home.”
I developed a meticulously detailed storyboard to map out the video, supported by a mood board that established the aesthetic: sleek, modern, and functionally focused. To ensure the highest level of execution, I worked closely with the 3D animation team, conducting weekly reviews to refine textures, lighting, and motion for ultimate realism. Post-production enhancements—including immersive sound design and expert finishing touches—elevated the final piece into a visually captivating experience.
The resulting hero ad was nothing short of a game-changer. Through stunning 3D animation, it vividly demonstrated the innovative comfort and support of the Hammock Pouch. To maximize impact, multiple short-form variations were produced for Meta, TikTok, and YouTube Shorts, ensuring platform-native optimization and heightened engagement.
The campaign delivered outstanding results, generating a significant lift in website traffic and fueling a major boost in sales for the Second Skin Evolution collection.
RESULTS :
- Engagement & Conversions: Short-form social videos optimized for each platform performed exceptionally well, driving high engagement (CTR: 1.2%) and conversions (ROAS: 2.98x).
- Website Traffic Driven: 285,000 visits to the product page.
- Sales Growth: 57% increase in new product sales, cementing Second Skin Evolution as a standout success.
ROLE : Art Director
AGENCY: Wpromote
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