Grooms Club
Wedding suit shopping is traditionally an in-person experience — tactile, consultative, and relationship-driven. Grooms Club set out to change that with a direct-to-consumer e-commerce model built around a unique stretch-tech fabric. The challenge was twofold: build a brand from scratch, and convince grooms to make a high-stakes purchase online without ever touching the product.
My Role
This brand wouldn't exist without the creative foundation we built together. Born from the success of an existing client — The Suit Store Outlet — I was brought in at the ground level as creative director, leading all strategic and creative decisions while directing a team of web designers and developers to bring the vision to life. Four years later, the brand is still live, still growing, and I recently recruited to help them develop their social media assets now that I'm on my own, to expand their digital presence.
The Approach
The stretch-tech fabric was the hero of the product, so it had to be the hero of the creative. Static imagery alone couldn't do it justice — you needed to see the fabric move. A long-form looping banner video anchored the homepage, communicating fit, flexibility, and quality in the first seconds of every visit. That same video eventually made its way onto large screens inside their physical NJ storefront, bridging the digital and in-store experience seamlessly.
The Work
For the product photography, every suit and accessory received detailed, intentional shots designed to replicate the confidence of an in-person fitting — giving online shoppers the visual information they needed to buy with certainty.
The website itself was built around one core principle: make a traditionally complex, in-person purchase feel effortless online. Every UX decision — from browsing to checkout — was designed to remove friction and build trust with a customer who had never shopped for a suit this way before.
The Outcome
The website and commercials earned multiple dotComm Awards for design and functionality. Most recently, the relationship has evolved into new creative territory — producing AI-integrated social media ads using Google Flow to generate life-like videos. Formatted vertically for Instagram, TikTok, and Facebook, these assets highlight benefits without a traditional production shoot. The approach has already begun driving direct e-commerce purchases — a meaningful signal that the creative is working where it matters most: at the point of sale. Take a look for yourself at Groomsclub.com