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Tommy John Launches ‘Little Adjustments’ Campaign to Celebrate New Underwear Collection

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The film, directed by award-winning actress and director, Elizabeth Banks, humorously highlights the unique problems women face with their underwear

Tommy John Launches ‘Little Adjustments’ Campaign to Celebrate New Underwear Collection
Today, comfort-focused lifestyle brand, Tommy John launches their “Little Adjustments” Campaign to promote their debut women’s underwear collection. The 10-year old-brand, most well known for reimagining the fabric, fit and function of men’s underwear, worked with long-time creative partner, Preacher, to strategise and spread the word about this exciting new chapter.

Through extensive research, development, and wear-trials, Erin Fujimoto, Co-founder and Head of Merchandising at Tommy John, identified the unique issues plaguing women and their underwear, like underwear that bunches, rolls, or shows a visible panty line. In so doing, Tommy John determined their brand platform "No Adjustment Needed" was equally resonant with both men and women, but in very different ways. 

“Women tend to be more savvy and subtle in overcoming the problems and distractions they face with their underwear,” says Fujimoto. “We want to highlight that uncomfortable truth in a relatable way that no other women’s intimates brand has done before.”

Tommy John, Preacher and production company, Harvest Films created a 60-second “Little Adjustments” film to highlight the issues women face with their underwear as a refreshing counterpart to Tommy John's anthem spot, "The Big Adjustment". Through a series of vignettes, Tommy John presents women struggling with the uncomfortable effects of their inferior underwear. In the end, the message is clear;  women can “Overcome the Uncomfortable” with Tommy John.

With authenticity at its core, the team searched for a director that could identify with the problem and share a similar eye for high-end humor and aesthetic. Tommy John found a perfect partner in award-winning actress and director, Elizabeth Banks. 
"I loved this campaign from the beginning,” says Banks. “The underwear issues showcased in each scene is something we, as women, have all had to deal with in some shape or form. I wanted to capture that collective sense of empathy throughout the film while still making each scenario as funny and compelling as possible."

The film is part of an integrated campaign that will appear online, print, out of home, and television throughout the year. 
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Advertiser: Tommy John

Brand: Tom Patterson, Erin Fujimoto-Patterson (Founders)

Chief Marketing Officer: Josh Dean

Senior Director: Fawad Khan (Art)

Marketing Director: Brittany Holt

Post Production / VFX

Finish: Finland Finish

Online Artist: Nick Smith

Print / OOH

Print Producer: Shawn Miller

Print Production Company: Summerjax


Photographer: Milk Studios

Creative Agency

Strategy Director: Marika Wiggan

Creative Agency: Preacher

Copywriter: Joe Hartley

Art Director: Jimmie Blount

Chief Creative Officer: Rob Baird

CEO: Krystle Loyland

Business Affairs: Miiko Martin

Agency Production: Stacey Higgins (EP) & Rachel Kichler (Producer)

Chief Strategy Officer: Seth Gaffney

Client Management: Kristen Meade

Designers: Anna McCaleb & Nate James

Digital Production Company

Colourist: Marshall Plante

Production Company

Production Company: Harvest

Executive Producer: Bonnie Goldfarb

Director: Elizabeth Banks

DOP: Tim Suhrstedt

Casting Director: Arlene Schuster-Goss, asg casting

Makeup Artist: Erin Lee Smith

Hair Stylist: Stylist

First Assistant Camera: Henry Han

Photography: Alexandra Valenti

Line Producer: Leslie Owen


Music Company: Marmoset Musi

Sound Mix: Dusty Albertz, TBD Post


Edit Company: Cut+Run

Editor: Joel Miller

Edit Assistant: Nick Kondylas

Producer: Cecilia Melton

Executive Producer: Bebe Baldwin

Online Editor: Blaire Woodall

Genres: People, Storytelling

AJM, Fri, 06 Apr 2018 12:08:40 GMT