While going pant-less is certainly more comfortable, this campaign knows that beauty is pain. We conceptualized and prototyped several pairs of plastic pants then concocted an elaborate scheme to advertise boxers under the guise of high fashion.
Fruit of the Loom needed an advertising campaign that elevated their new premium ‘no-rise’ boxer briefs in the eyes of customers while staying true to their brand.
Chief Designer Frank La Rant
Fashion Week - SoHo, NYC.
We launched our campaign late 2015. Now I'm not going to explicitly say we inspired this,
but I will point out that this image was taken months later in 2016.
Agency : Crispin Porter & Bogusky
Executive Creative Director : Ralph Watson
Creative Directors : Mona Hasan, Nick Buckingham
Art Direction : Brandon Locke
Copywriter : Kelsey Fritz