We helped American Giant, a sweatshirt company, launch a women's line by establishing the brand ethos "Don't Get Comfortable"
Comfortable isn't comfortable.
Comfortable likes it warm and cozy.
Comfortable is okay being silent.
Comfortable never gets its hands dirty.
Comfortable is satisfied with the back seat.
Comfortable never gets up before dawn.
Comfortable prefers the sidelines.
Comfortable never dared to be great.
Comfortable has no guts.
Comfortable falls apart at the seams.
Don't get comfortable.
To model the sweatshirts, we used a mix of women including actual entrepreneurs that captured the spirit of "Don't Get Comfortable" 
As a visual hook, we had our models pushing up their sleeves and pulling their hair back- ready to get their hands dirty and get to work.