Telehealth and DTC. Discreet packaging at your door. No awkward pharmacy runs. That was the whole point.

Then they announced Target.

Bright lights. Public aisles. Shelf space next to legacy brands that have been there for decades. For a startup built on discretion, this was a different game. The risk wasn't just looking out of place. It was looking like a digital brand cosplaying as CPG. Or confusing the customers who loved them for being invisible.

So we built a 60-second hero film to announce the partnership. Full motion and 3D. No live shoot. The goal was to make Hims & Hers feel native to Target without losing what made them different. Modern. Confident. Unapologetic. Not begging for shelf space. Claiming it.

The film ran on Hulu during the launch window. Hims & Hers went on to expand into more retailers. They came back for more work.

The creatives who made it still reference it as some of their favorite work. And so do we.