The ask: After a decade of explosive growth in the apparel world, UNTUCKit had become established, lampooned, championed, and mimicked. We were tasked with creating an advertisement which assumed a level of familiarity with the brand, pushing forward to address doubts from the holdouts.

The concept: “It’s JUST...” We chose to amplify the physicality of the brand’s signature innovation and convert skeptics by highlighting other humble inventions that seem trivial at first glance but possess practical value on closer inspection.

The execution: Filming was completed in Manhattan, New York. We were able to capture the brand’s simple gumption through modest staging and creative exposition of similar household products.