Our team aimed to make something encouraging and emblematic of the TomboyX brand with this unique back-to-school campaign. TomboyX is a special brand—they create an intimate connection with their customers, regularly receiving tear-jerking notes about the difference their products make. They make their customers feel seen and valued, be it through a pair of underwear.

Our creative team wanted to convey this affirming support by showing varying ages and sizes of female-identifying individuals in an empowering light, to make our customers feel empowered and seen in return.

This was the first time kids and teachers were supposed to attend school in person since the pandemic started in the winter of 2020. The anticipation and social anxiety were high for some. We saw the need for small moments of comfort and affirmation to ease these intense feelings.

We featured the all-female dance group, Mix’d Ingrdnts. Their mission is to empower women of all ages and backgrounds alongside their communities through dance—aligning with the TomboyX mission to empower people to be twho they are. We highlighted different stories from the Mix’d Ingrdnts dancers to talk about the positive aspects of being together and learning from one another. They spoke about their passion for igniting a “can do it” attitude and what is means to fearlessly be themselves. The testimonies from the dancers shifted the focus away from the social anxiety about rejoining peers and refocused attention on the joys to be found in authentic connection with others.

We chose not to talk about specific products or product specs. Instead, we showed these products enabling people to do what they love. The wrong bra or underwear can make someone feel limited in their activities, especially dancing. TomboyX products are designed for all bodies and fit-tested meticulously on different body types to be inclusive and effective for everyone. Embracing every unique curve and fold, we showed these products enhancing daily life by supporting one’s ability to be authentic and dynamic in any setting.