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