Fruitisms Campaign Launch - Fruit of the Loom
We were tasked with making 171-year old FRUIT OF THE LOOM relevant to a new group while showing ‘em that we make way more than a tighty whitey.
So we intro’d breadth of product in a way attention spans could handle: in :06 second bursts. 27 of them.
The videos intro'd a witty, relatable tone and simplified look that was inspired by the colors of the iconic logo. We carried this through with a new library of feel-good imagery to use across paid and .com - where we also refreshed the website design. (Photographer: Jess Pettway)
The vibe kept on goin’ through the look and tone of social channels as we took them over. In 6 months we would create over 1,000 unique pieces of content
including a TikTok launch which became a finalist for Mediapost's 2023 Creative Media Awards. (see on website)
The campaign brought ownable visual & tonal consistency to a brand that had been missing it...while reminding people it was still around and lookin' good.
- Project Roles
- Art Director, Creative Director, Writer
- Company
- GSD&M
- Skills
- Art Direction, Comedy, Design, Digital, Humor, Management of Teams 1-10, New Business, Social, Creative Direction, Copywriting, Creative Strategy
- Media
- Commercials - Video, Social Media Content, Campaigns
- Project Industries
- Fashion, Packaged Goods
