2026 Augusta American Advertising Awards:
Gold - Integrated Advertising Campaign - Consumer Campaign
Gold - Art Direction - Campaign
Silver - Artificial Intelligence - Creative Elements - Campaign
SCADDY Awards 2025: Winner - Best in Show, Art Direction
SOCKINGLY COMFORTABLE
Many Gen Z consumers turn to direct-to-consumer brands, especially those marketed as fun, quirky, or
eco-friendly, supporting brands that align with their values of social impact and community.
The "Sockingly Comfortable" integrated campaign depicts four scenarios, each where people fall asleep in environments they should feel wide awake, demonstrating the inevitable comfortability of Bombas socks.
OUR TEAM
Project Manager/Co-Art Director:
Seung Joo Lee
Co-Art Director: Hope Long
Copywriter: Mel Nyquist
Videographer: Ryan Firmin
Photographer: Allison Abruscato
Stylist: Jenna Hood
Models: Sean McKenna, Kai Micheal
CLIENT
DELIVERABLES
*All footage is originally shot*
OOH: Billboards (3), Transit (2)
Social: Instagram Stories (3), Reels (3), Posts (3)
Web Extension (2)
Guerilla Marketing: Sidewalk Installation
Immersive Experience (5)
OBJECTIVE
Experience the true meaning of “all-day comfort” the moment you put on Bombas socks. Through a playful and quirky tone of voice, this campaign's goal is to be approachable and resonate with our Gen-Z target audience.
MY ROLE
As the project manager for this project, I organized and managed the production calendar, ensuring all team members, both the external and internal crew, were on track with their goals throughout the entire 3.5 week project. By supporting the team and helping each member reach their goals and desires throughout the project, we were able to achieve a cohesive result within the tight timeline.
Also as the art director, I was in charge of designing the overall layouts of each campaign asset, creating a concept board that successfully summarizes our concept and present our deliverables in an engaging and effective way.
KEY THEMES
Community
Simplicity
Short-Form Video
Experiential Marketing
Out-of-Home - OOH
Purpose: to spread awareness of the brand and spark campaign interest
Social
Purpose: to promote and entice customers to attend the pop-up event
Guerilla Marketing - Sidewalk Installation
Purpose: to increase social posts, guide customers physically from NYC streets to the popup event
Experiential - Immersive Experience
Purpose: to provide an unforgettable experience that connects customers with the brand
Media Channel Strategy
Posts on various media channels provide a sneak peek of the campaign on Instagram, increase consumer interaction consistently throughout the campaign's release. The Instagram stories and webpage interaction allow consumers to interact with the brand, while the Instagram reels lead consumers from the digital posts to the interactive event
IMMERSIVE EXPERIENCE
The Bombas Immersive Experience is a walk-through event, with each room emphasizing the contrast between life with and without Bombas in unexpected settings. By visually highlighting the contrast of discomfort versus ease, the experience brings Bombas' fun, all-day comfort to life. This creates an emotional connection beyond just the product.
A fluffy sidewalk installation gives customers a sensory experience on the softness and comfortability of Bombas socks, leading consumers to the immersive event. It marks the entrance to the immersive event, and will be installed during the span of the interactive event as a fun opportunity for social media buzz.
The entrance guides guests into a cozy, inviting space where they are greeted by brand ambassadors and handed a complimentary pair of Bombas socks to wear during the experience.
A fluffy sidewalk installation gives customers a sensory experience on the softness and comfortability of Bombas socks, leading consumers to the immersive event. It marks the entrance to the immersive event, and will be installed during the span of the interactive event as a fun opportunity for social media buzz.
Bombas Donation Box
If a customer buys two pairs of Bombas, they can choose to donate one— and for every pair donated, Bombas will match with one additional pair for someone in need. That means together, we’re donating three pairs of Bombas per customer to those who need them most!
A live counter above the station updates in real-time, showing the growing number of socks donated during the event.
WEB EXTENSION
Those who could not attend the immersive event have the opportunity take the "What Sock Are You?" quiz on the Bombas website to find their “perfect match.” Customers can complete the quiz and get 50% off their next purchase during the period of the immersive event—because comfort should be for everyone.
PROCESS HIGHLIGHTS
