In its early years, The Black Tux set out to bring formalwear rental online—an ambitious proposition in a category built around fitting rooms, last-minute logistics, and the high stakes of looking right for an important event. Prospective customers had understandable questions: Would it fit? Would it arrive on time? Could an online rental service really be trusted for a wedding, prom, or other milestone occasion?
In 2016, The Black Tux’s founders engaged Felipe, through Ways & Means, to create a how-it-works film for the fledgling brand. Working closely with the newly formed in-house creative team, Felipe developed the script and directed a whimsical introduction to the service—one designed to make its process feel clear, credible, and approachable. Nearly a decade later, the brand continues to run media against edits from that campaign, and the how-it-works film remains one of its most enduring performance assets.
That initial project grew into a four-year creative partnership. Felipe led three brand campaigns, a seasonal prom campaign, an animated FAQ series, and a motion-graphics-led branded-response campaign. The brand work helped define The Black Tux’s early voice through collaborations with directors including Andy Bruntel, Ben Berman, and Jimmy Marble
For an animated FAQ series, Felipe and the team expanded on illustration styles already present in the brand’s printed materials, partnering with Moving Colour to create a playful sartorial world for social.
Together, the work helped establish a distinctive visual identity for a company rethinking a legacy category.
Together, the work helped establish a distinctive visual identity for a company rethinking a legacy category.