Background: Tasked to address all the different dads in the world while still underscoring SAXX’s commitment to total ball comfort, the initial phase of this campaign had me create a roster of unique dad personas with different messaging objectives. Primarily based on product assortment and use case, customer segments were served unique headlines, sub-copy, and video content. Using taglines and copy cues to inform art direction, flat lay photography was developed and implemented across web, digital, and retail channels.