Darn Tough — Landon Groves

Darn Tough
2024

Brand Campaign
Social

Digital

OOH

Life is a series of challenges. The real test isn’t whether you can avoid them entirely—it’s whether you can turn a true “oh f*ck” moment into a simple “darn it.”

For 20 years, Darn Tough’s been knitting the best socks in the world, and they’ve been doing it with one of the best, most forgiving warranties out there. As their anniversary approached, they wanted to shake things up with a brand campaign proving that when they say “lifetime guarantee,” they actually mean it.

Eight weeks, four concepts, and three falcon trainers later, we launched “Darn It,” a loving portrait of life’s little (fixable) mishaps. From hashing out the idea on a whiteboard to script supervising on set in California, this project was a dream come true—and mabye the only time I’ll ever get to pitch a bird of prey?

CREDITS

CREATIVE

MOTION
COPY
STRATEGY
ACCOUNT
AGENCY

ANTON JELUDKOV
KARA HAMILTON
ELLIE HALL
LANDON GROVES
PATRICK COLLINS
ELLEN EVANGELIDES
SOMEODDPILOT

CHICAGO, IL