Hanes Film Soften the Blow - Crush by 360i

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Soften the Blow - Crush

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Industry Clothing
Media Film
Market United States
Agency 360i
Director Jens Sjögren
Creative Director Elijah B. Torn, Aaron Mosher, David Yankelewitz
Art Director Roberto Salas
Copywriter Nick Panayotopoulos
Producer Courtney Jenkins, Lawrence Lewis
Editor Zoe Mougin
Production B-Reel
Released June 2013

Credits & Description

Destruction videos are all the rage in the digital space. So when Hanes sought to promote its new super soft ComfortBlend line of crews, socks and v-necks, it wanted to tie in this phenomenon to how its ultra-soft apparel can "soften the blow"for most any type of physical destruction. Thatâs when the brand's digital agency AOR 360i created and developed the campaign Soften the Blow
Category: Retail services
Client: Hanes
Agency: 360i
Production: B Reel
Country: United States of America
Chief Creative Officer: Adam Kerj
Creative Director: Aaron Mosher
Creative Director: David Yankelewitz
Copywriter: Nick Panayotopoulos
Art Director: Roberto Salas
Senior Producer: Sarah Kapoor
Account Director: Tiffany Curry
Account Manager: Kelly Huibregtse
Strategy Director: Shankar Gupta
Strategist: Scott Sparks
Technical Director: Layne Harris
Production Company: B Reel
Director: Jens Sjogren
Executive Producers: Pelle Nilsson, Susan Rued Anderson
Producer: Lawrence Lewis
Director of Photography: Jordan Levy
Production Designer: Jason Fijal
Sound Design: Tom Rogers at Atomix
Color/Conform: Shinya Sato
Editor: Zoe Mougin
Editorial Company: Cosmo Street
Original Music: MassiveMusic
Executive Producer: Keith Haluska
Producer: Courtney Jenkins
Creative Director: Elijah B. Torn