Underoutfit > GTM 360 >
A women’s intimates startup looking to step up from performance marketing needed a full campaign starting with a debut TV series of ads. In the process, I put together a full creative team, delivering a GTM suite of creative including tagline, website, direct mail, a romance novel, an AI flirt-bot, and produced two entirely-AI-generated ads for just $30k, saving Underoutfit $370,000 that traditional production would have cost.
Mermaid - “Oh What a Bust”
The first ad was not actually part of the campaign, but Underoutfit loved the premise, and it was so affordable with AI that they couldn’t resist, and I’m glad they were convinced to try; I had a blast writing the lyrics and bringing it to life with the help of YOPRST production using Suno, Sora, Runway, Veo, and few proprietary models.
Book Boyfriend - “Overcome For Her”
The launch spot introduced a character our target audience knew well: The Book Boyfriend, as enticingly intimate as the product itself. This book boyfriend wasn’t just your average Billionaire/Vampire/Elven Prince; he was also the owner of Underoutfit, and the subject of an original romance novel expose – Overcome For Her, which our target was introduced to after receiving a hand-written love letter from the man himself, inviting them to connect via chat, and warning them that his secret journals had been compromised and published into a scandalous book series.
AI Firt-bot - Ember Blaise
After reading the letter, customers could go deeper into the fantasy by chatting directly with Ember Blaise. Say hello, he’s been waiting for you.
Overcome For Her - by Umbra Ovitz
Customers were invited to a free preview of the first chapter of the romance book series based on Ember Blaise’s pilfered private journals. Purposefully titled to evoke Underoutfit’s new tagline–Overcomfortable–and authored by Umbra Ovitz to hint at Underoutfit, the book took readers into the wickedly seductive world of Ember Blaise, with a pivotal scene taking place on a photo shoot for (you guessed it) Underoutfit.
OvercomeForHer.com
Naturally an enigmatic billionaire vampire elf prince is going to spawn dome conspiracy theories and this website is an invitation to join the group trying to uncover the truth about the man by tying together various sightings and references spanning hundreds (maybe thousands) of years, with links to Underoutfit itself, his private number (which links to the voice chatbot), and the upcoming book.