The ask: position life-changing product as a must-have gift for men; capture the hearts and minds (and wallets) of gift-givers everywhere; re-imagine what a modern love story can look like.

SAXX Valentine’s Day Campaign 2024

Background: Leaning into rakish love language and a unrequited obsession with total ball comfort, the vision was to craft a campaign that spoke to both gifter and giftee, that modernized traditional romantic tropes into memorable scenarios. The result is something equal parts heart and humour: that redefines true love in the form of pouch underwear. Collaborating with our Art Director, the copy informed visuals, set decoration, and props, creating something totally cohesive that would perform well across all marketing channels.