In the Eye of the Beholder’s Tee
About
When we asked customers in a survey what happens when they wear the item they purchased on the TeePublic marketplace, the #1 answer was people, often strangers, asking “where’d you get that?!” We loved this because well, it’s sending people to the site, but moreso because we had proof that we were facilitating real life connections between like-minded folk.
Our goal of this integrated campaign was to capture that moment and the feelings of validation that comes with it. At the end of the day, TeePublic is a company that sells shirts. But our values go beyond utilitarian apparel; we want to create communities and a world where you can feel less alone through something as simple as putting on a tee.
My Role
ϟ Creative strategy
🗨 Creative direction
↗ Data and research
✎ Copywriting
☁ Concept and brainstorm facilitation
✂ Additional video editing
⁂ Team management
PROJECT CREDITS
Kate Melvin - Creative Director
Jillian Fisher - Art Director
Alex Hitchcock - Producer
Johan T. Anderson - Director
Greg Tango - Director Of Photography
Charles Miller - 1st AC
Tank Rivara - Gaffer -
Evan Wood - Key Grip
Ross Philips - Swing
The Outcome
Over a 2-day shoot in the middle of a snowstorm and worldwide pandemic, we came out with three spots that inject the viewer directly into the “brain” of the product the moment it arrives. They’re not just putting on a t-shirt or a mask or decorating their house: when you shop with TeePublic, you’ll get an entire life-affirming experience.
How We Got There
Where’d You Get That?
TeePublic is an online retailer where people can shop the most unique designs on the internet, from mainstream pop culture to obscure sub-genres. They’re printed on hundreds of products including apparel and home goods, all created and sold by indie artists. The artist is paid with every purchase.
Up until recently, TeePublic’s marketing focused on the transaction: “we have the goods, please buy them, here they are on sale!”
The creative had yet to be successful in educating customers that it’s not just about the tee — it’s what happens after you put it on, the magic that can come from a simple $13 purchase. As TP customers ourselves, we understood this magic intimately and often experienced it on our daily commutes. But how to explain it to someone who had never even heard of the site?
We went to the source and asked customers: what happens when you display the item you
bought from the indie artists on TP? Overwhelmingly, the answer was strangers asking “where’d you get that?” Those four words (ok, technically five) were loaded with so much more than a figuring out where one is going to buy some clothes. Beneath the surface, it was true human connection and shared passions, even if that passion was something as simple as loving pizza, and that’s what TP is all about. From those four (five) words, we envisioned an entire campaign.
The original powerpoint to present the concept.
The Snatch opening title sequence was an important source of inspiration.
Production
Getting the right production company to help us achieve our vision was crucial. We were fortunate to have met director Johan T. Anderson and DP Greg Tango, who suggested using a special camera rig set up on a helmet and chest plate to fully express the concept that the audience is seeing the world from the perspective of the product.
Location was everything. Not only did we have multiple sets to incorporate, but it was the dead of winter and COVID restrictions were in full effect. Peerspace to the rescue. I swear this is not a ~sponsored post~ but wow, did Peerspace deliver. We planned a two-day shoot in an apartment in the East Village, complete with a kitchen that happened to have a bar and booth. The dining area became the office, the upstairs rooms became an apartment hallway, and the living room became … well, that stayed a living room.
Learnings & Results
Coming soon!