Media: Web Film
Category: Clothing & footwear
Client: American Giant
Agency: Cutwater
CLIENT: American Giant
Bayard Winthrop, Founder/CEO
Beth Gumm, CMO
CUTWATER:
Chuck McBride, CCO, Co-Founder
Christian Hughes, Principal, President
Aaron Sanchez, ACD, Copywriter
Ray Connolly, Copywriter
Melissa Macarian, Art Director
Kimberly Grear, Executive Producer
Robbie Wiedie, Content Producer
Sophie de Schepper, Account Director
PRODUCTION & POST HOUSE: The Cabinet
DIRECTOR/EDITOR: Doug Cox
Exec Producer: Jim Vaugh
STUDIO: ONE UNION RECORDING & CRC RECORDING
Joaby
Final VO –with CRC
Final Record of VO + Mix Engineer: Matt Wood (One Union)
VOICE OVER: Malcom London (Rapper/Poet)
COLOR GRADE: Chris Martin
The Mission Film & Video
CONFORM: The Cabinet
Flame: Mark
RECORDING STUDIO: CRC Recording Chicago
Description:
Cutwater - along with their client, American Giant, they've launched a brand new digital campaign centered on the theme: "Thank the Struggle." American Giant was catapulted to cult status for making the "Greatest Hoodie Ever made" and producing American manufactured clothing sold direct to consumer. The American Giant & Cutwater campaign is based on the sentiment that life's challenges and hardship-filled moments make us who we are. Grit, resilience and fortitude turn setbacks and struggles into opportunities. This sentiment is both a nod to the AG company story, tackling American manufacturing when everyone else said not to, and the AG customer story, a person who perseveres and actually thanks the struggles that make them who they are. The anthemic campaign includes :30 and :15 spots that are running across Facebook, Instagram and YouTube pre-roll.