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Maxx Crosby Game-changer Campaign

SAXX Underwear

Vancouver, BC

Maxx Crosby Game-changer Campaign launched as a U.S. focused initiative to expand SAXX’s brand awareness and credibility within the football landscape. The campaign aimed to position SAXX as performance-driven and culturally relevant by aligning with elite athlete, Maxx Crosby. The creative approach centred on a versatile content system designed for scale and consistency across channels. A suite of short-form video assets and static imagery was developed for social, digital, retail, paid media and Out-of-Home placements. The visual language balanced intensity with authenticity, ensuring the content resonated with performance-minded audiences while maintaining cultural credibility.

Despite a compressed timeline, production prioritized efficiency, capturing a high volume of assets without compromising quality. The campaign not only met its objectives, but also exceeded performance benchmarks. At launch, it became SAXX’s top-performing social campaign to date, generating the highest engagement the company had seen, demonstrating strong audience resonance and validating the strategic and creative approach.

Credits

  • Creative Director: Jenny Shipper
  • Designer: Samantha Morales
  • Senior Brand Manager: Diana Etherington
  • Photography: Georgia Kirk
  • Copywriter: Luke Spacey