HANES

1901: INVENTION OF COMFORT

We took Hanes’ legacy and injected it with fresh energy. This was more than just a comfort campaign — it was a brand revival.

ROLE // ACCOUNT SUPERVISOR, BTS PHOTOGRAPHER

KEY HIGHLIGHTS

  • Massive Reach: 3.2 billion impressions and $39.38 million in ad value across 34 pieces of earned media (Noteworthy features / Ad Age: Editors Pick, Little Black Book, Adforum: Top 5 Global, LBB: Work of the Week)

  • A Modernized Brand Story: Positioned Hanes Originals as a leader in innovation and quality, enhancing brand visibility and establishing a culturally relevant tone.

  • 1901 Branded Influencer Trunks: Delivered personalized trunks to influencers, strengthening connections and expanding campaign reach through organic content.

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  • Agency: The Martin Agency

    Directors: Sofie and Walker Cole

    Production company: Sanctuary

    Creative Director: Gustavo Dorietto

    ACD's: Avi Steinbach, Rushil Nadkarni

    Social Creative Lead: Nadezhda Camperlengo

    Art Director: Lacey Tobler

    Copywriter: Ryan Cuming

    Social Media Manager: Megan Craig

    Line Producer: Leah Allina

    DOP: Arseni Khachaturan

    Production Designer: Lucie Amosse

    Choreographer: Matilda Adrea Anna Fleberg

    Stylist: Thomas P. Murray

    Local wardrobe stylist: Oscar Charpentier

    MUP Artist: Jana Dopitov

    Strategy: Megan Bagli, Morgan Aceino

    Account Manager: Vincent Mcnatt

    Group Account Director: Katie White

    Account Supervisor: Megan Spiess

AWARDS

  • 2024 One Show (Shortlist): Direction

  • 2024 One Show (Shortlist): Online Commercials Over :90

  • 2024 AICP Show (Shortlist): Production Design