FUTURE METHOD
Amidst treating patients for some of the most intimate issues, Dr. Evan Goldstein realized that people with certain sexual preferences are at a huge disadvantage. He dedicated his surgical practice to the gay community but still wanted to help mitigate damaging misinformation. With the belief that everyone is deserving of sexual health and pleasure, he founded Future Method, a sexual wellness company that aims to educate and empower.
I was thrilled to discover a brand whose mission and values align so closely with my own. Fueled by the desire to create open dialogue and challenge taboos regarding sex, Future Method immediately inspired ideas for a creative campaign. As a member of the queer community, this concept was informed by many of my incredible peers.
This copy is a play on an all too familiar phrase one may overhear embarking for a night out. Designed to attract attention outside of bars, clubs, and social spaces designated specifically for the gay community.
The future of butt stuff.
Fire Island, Provincetown, Ogunquit, Palm Springs, and many other towns are recognized as quintessentially gay. These picturesque areas are highly trafficked by queer travelers who seek welcoming vacation spots. Created with these community havens in mind, I wanted to reach people seeking refuge, play, and ease.
Something that felt important to the execution of this campaign was an acknowledgment and recognition of queer hookup culture. Even within the safety of the gay community, taboo still surrounds sexual health and wellness practices. Since the goal of these concepts is to eliminate that, I imagined what a Future Method advertisement for Grindr or other dating apps might look like.