ComfortWash Campaign

goal

To elevate the comfortwash brand by building a strong story and personality to attract a younger demographic.

stakeholders

Director of Marketing
Creative Director (Hanes Retail)
Printwear Brand Director (Hanes)
President of Printwear Division

audience

Printwear Market (Decorators, Merchandisers, Brands)
Distributors (AlphaBroder, S&S, PrintGear)

process + Approach

I began this project by researching the past branding and photography style for ComfortWash. With its launch in 2018, there hadn’t been much planning around the growth and evolution of the brand so I took the opportunity to refresh and rethink the visual direction and styling. Working with the brand team, we developed a narrative and tagline for the brand that became our main concept for the shoot. My main approach was focused on capturing authentic, natural moments with our models that felt ‘real’ and less contrived while documenting an unscripted journey from college campus to the beach capturing the memories made along the way.

We then developed a muse for the brand and set out to cast models that could both convey the vision and bring their diverse personalities to set in order to visually tell the brand story. Once we had our cast, we scouted locations then hired a photographer I knew could capture these moments and bring out each model’s personality. The rest of the crew was assembled and we finalized pre-production for an early spring shoot in Savannah and nearby nostalgic Tybee Island.

outcome

Produced a full brand campaign consisting of both photography & video for ComfortWash – a division of Hanes printwear division. With a focus on the younger millennial/Gen-Z audience, we were able to develop a strong brand story with updated photography, styling, and social strategy while delivering on our concept of an authentic road trip adventure for our brand muse.

RESPONSIBILITIES

Concept + Creative Direction
Model and Crew Casting
Photographer Casting
Location Scouting
Pre-Production Planning
Image Selects
Catalog Direction & Press Proofs
Rebrand Strategy
Social Media refresh / rebrand rollout plan