Hammock Pouch™
Hammock Pouch™ underwear was a big deal for Tommy John. This was a new product with an interior hammock engineered from technologically advanced Air Mesh fabric. We needed to grab people’s attention. My concept was to create a serious, futuristic, tech-y look but pair it with our unique TOV that anyone could understand. The copy really pushed the envelope. The subject line ‘Scrotal Distancing - Ever Heard Of It'?’ had one of our highest ever open rates.
Concept + Copy Will Morley
Co-conspirator + Art Direction Andrew Emerson
Architectural Animation
For this treatment I took inspiration from architectural renderings. I treated the underwear like a building that’s constructing itself while the ‘camera’ floatings around it. To add a touch of humor, I made the audience push through the horizontal fly, and ended with the balls falling into the actual pouch. We used this animation as our jumping-off point across all channels—site, email, social and eventually editing it into TV spots also.
Animation General Idea
Hammock Pouch™ TV
We didn’t launch with TV ads, but we did want to capitalize on Hammock’s success. I went through the footage we had and crafted two stories.
I’m really happy with the concept of ‘Separation Anxiety’ it’s super relatable, and any man who says he hasn’t felt it is a goddamn liar.
“Here’s the rub—there is none” is a killer kicker. I’m always happy when I can get the actually benefit of a product within the wordplay. It’s this sort of line that sticks in the memory and lingers with a viewer.
As Columbo Would Say…
There’s just one more thing. During the Hammock Pouch™ launch, we couldn’t let the men’s business overshadow the women’s - so we also introduced a whole new fabric to the women’s file:
Comfort Smoothing.
