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: Seung Joo Lee
Strategist: Hope Long
Editor: 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)
Microsite
Interactive Event
Guerilla Marketing: Sidewalk Installation
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, my role was to organize and manage the production calendar, ensuring all team members, both the external and internal crew, were on track with their goals and, more importantly, were engaged throughout the project. By supporting the team and helping each member reach their goals and desires with the project, we were able to achieve the best results within the tight schedules.
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 - Popup Event
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
INTERACTIVE EVENT
The "Sockingly Comfortable" walk-through experience immerses attendees in the fuzzy and fun world with Bombas in contrast to the dull
and uncomfortable world without Bombas, showing how transformative their socks can be. The event is composed of series of rooms, each emphasizing the dual impact of Bombas not only on the customer's quality of comfort but also on those who receive Bombas through donations. This creates an emotional connection beyond just the product.
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.
