HANES
1901: INVENTION OF COMFORT
We took Hanes’ legacy and injected it with fresh energy. This was more than just a comfort campaign — it was a brand revival.
ROLE // ACCOUNT SUPERVISOR, BTS PHOTOGRAPHER
KEY HIGHLIGHTS
Massive Reach: 3.2 billion impressions and $39.38 million in ad value across 34 pieces of earned media (Noteworthy features / Ad Age: Editors Pick, Little Black Book, Adforum: Top 5 Global, LBB: Work of the Week)
A Modernized Brand Story: Positioned Hanes Originals as a leader in innovation and quality, enhancing brand visibility and establishing a culturally relevant tone.
1901 Branded Influencer Trunks: Delivered personalized trunks to influencers, strengthening connections and expanding campaign reach through organic content.
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Agency: The Martin Agency
Directors: Sofie and Walker Cole
Production company: Sanctuary
Creative Director: Gustavo Dorietto
ACD's: Avi Steinbach, Rushil Nadkarni
Social Creative Lead: Nadezhda Camperlengo
Art Director: Lacey Tobler
Copywriter: Ryan Cuming
Social Media Manager: Megan Craig
Line Producer: Leah Allina
DOP: Arseni Khachaturan
Production Designer: Lucie Amosse
Choreographer: Matilda Adrea Anna Fleberg
Stylist: Thomas P. Murray
Local wardrobe stylist: Oscar Charpentier
MUP Artist: Jana Dopitov
Strategy: Megan Bagli, Morgan Aceino
Account Manager: Vincent Mcnatt
Group Account Director: Katie White
Account Supervisor: Megan Spiess
AWARDS
2024 One Show (Shortlist): Direction
2024 One Show (Shortlist): Online Commercials Over :90
2024 AICP Show (Shortlist): Production Design