Flex Condom Launch

ONE brought me something genuinely new to launch: the world’s first graphene condom. Graphene is a nano-material a single atom thick, and bonding it to latex does three things at once: it makes Flex the thinnest condom in America, it makes it stronger, and because graphene is carbon-based where latex is an insulator, it finally lets heat through. There’s a U.S. patent on it. The story was real. The problem was that nobody wants a materials-science lecture about a condom.

So we didn’t write one. The :45 brand film does the whole job, covering product, attitude and all three benefits, and the three :15s are cut from it, each one built around a single feature and benefit rather than a squeezed-down version of everything. That was the point: it let us bookend the media buys. Hero film up front, then the :15s coming back as pre-roll, mid-roll and post-roll, hitting one benefit at a time against an audience that had already met the product.

As Creative Director and Executive Producer I ran it end to end, then built the six-month media plan it lived in: OTT across New York, LA, Chicago, Houston and Miami, YouTube and Amazon pre-roll, Reddit, TikTok, programmatic and host-read podcast, twenty-five influencers, and long-form native, for around 13.3 million impressions in all. The paid search account was rebuilt underneath it, and the numbers moved fast.