Fruit of the Loom is a 160+ year old brand known for making tighty-whities and dancing fruit costumes.

The brand needed a makeover to debut their new ‘no-rise’ boxer briefs as innovative and fashionable.

Our concept was simple: Create a faux-fashion trend as a front for Fruit of the Loom. Borrow from tropes and tease the seriousness that is rife throughout the fashion industry.

We made clear pants.

Then we pushed the idea out in the world by launching a clothing store online, mailing bloggers and influencers kits with clear pants and boxer briefs, staged sightings in LA, hung giant billboards around fashion week, and produced a mockumentary about a clearly influential designer.

When it was all said and done we had nearly a million views on the documentary, over 10 million social media impressions and elevated Fruit of the Loom to a more premium stylish brand in the eyes of consumers.