American Giant, came to us to help them launch their new line of women's hoodies.

We created a campaign platform "Don't Get Comfortable" that we launched through a series of print ads and a refresh of their product photography.
To model the hoodies, we cast a mix of female entrepreneurs and models that captured the ethos of "Don't Get Comfortable." Using a visual hook of them pushing up their sleeves and pulling their hair back - ready to get their hands dirty and get to work.
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.
Credits
Agency: Cutwater
Creative Director: Chuck McBride
Art Director: Joyce Kuan
Producer: Daniel Tuggle