When the temperature drops, those with male anatomy have two options. Wear a bunch of layers to get the support they need, or endure no support whatsoever. Neither situation is comfortable. Rethinking the antiquated logic of layering up, we developed a newfound warmth for SAXX to own–layer right. 

For this campaign, I concepted the idea and wrote copy encouraging guys to never wear underwear underneath their baselayer again for retail, social, email and digital.