Shinesty, the king of irreverent underwear marketing. Their unique “ball hammock pouch” underwear was selling heavily online with their in-house content and UGC ads. They wanted an external partner that could help create a “premium” campaign that could push the boundaries even more and scale the company.
After running through all the male anatomy puns and jokes we could think of, we ultimately loved the idea of the “family jewels”. We could set it in a medieval period, creating something that felt both unique, engaging, and irreverent while selling the heck out of some ball pouch underwear.
Without HBO “Game of Thrones” type money, we had to get creative with writing and producing this concept on a “scrappy” budget. With some movie magic, we avoided needing to build a massive set that required the money and time to shoot in. Instead we built a custom set on a single wall in our studio and shot entirely facing in one direction. We “re-dressed” the set wall and flipped the table and cast, making the set look and appear much bigger than it actually was. With a third re-dress, we shot all the b-roll as well. This strategic creative and production approach helped us film 4 spots on a lean budget and on a single day. The trifecta of efficient agency work.
