Bra Launch Campaign

After years of success with underwear, Tommy John made a move into the bra space. Our bras are packed with sophisticated innovations, but they don’t have an emotional pull. So we created one. I wanted to show that our bras allow women to be who they want to be, free from both the physical and mental distractions normally associated with traditional bras. This was a different way to sell bras, and it worked—we sold six months of inventory in 6 weeks, declaring ourselves a major new player in the bra world.

Don’t Adjust Yourself, Let Your Bra Adjust To You.

We showed up across all digital platforms (starting with a tease phase on social media) and also created a buzz with a huge OOH presence.

Concept + Copy Will Morley

Art Director Natalie Han

Freelance Copy Support Sasha Herman