Background: SAXX provided a lot of creative runway across the business. We were encouraged to make bold claims and even bolder headlines. Email is where we attracted a lot of attention, both as a brand-tool but also as a means of driving revenue. My objective was three-fold: to craft a robust world that helped connect consumer with product; to increase SAXX’s credibility as a bonafide comfort-expert; and to position the brand as a pioneer in underwear and men’s self-care. Along the way, we coined a lot of interesting language and had a few laughs too.