Hims & Hers—Super Bowl 2025
TVC Campaign

Director—Jakob Marky
DP—Shabier Kirchner
Editor—Ben Canny
Art Director—Jaclyn Midori Tambara
Senior Copywriter—Elise Sokolow
Senior Producer—Sophie Fyfield
Creative Director—Grace Lee
Copy Director—Shelby Neal
VP of Production—Jacqueline Fodor
Chief Design Officer—Dan Kenger

Hims & Hers made their Super Bowl debut in 2025 with a spot as disruptive as the brand itself. From concept to execution, the campaign was created by our in-house creative team with the support of external key players. "Sick of the System" leans into a mixed media approach using found footage, bespoke motion graphics, and live action capture of real people across America to deliver a message that cuts through the noise: this system wasn't built to help us. Visually arresting and unapologetically bold, the spot is driven by Childish Gambino's "This is America," while harnessing the biggest stage in television to take a defiant stand far beyond football.