LA-based men's fashion boutique, Johnnie-O, realized a problem with men's button down shirts. Buttoning to the second button usually looks too stuffy and uncomfortable. But only buttoning up to the third button can reveal a little too much man cleavage. There's no middle ground. Thus the Tweener Button was born - a hidden button between the second and third that ensures guys always have the perfect neckline.
Working as a freelance art director with Ignited, I helped shoot, edit and finish the digital video that introduced the Tweener in a quirky, memorable way.
The video was even featured on AdWeek.