Problem

As a new brand with zero awareness but an amazing product line, we needed to translate the motivations of the founder into a distinct idea, voice, and personality that gave the brand gravitas and helped it punch above its weight.

Insight

There’s a Giant Inside of Everyone. While today’s generation have high expectations for their lives, they can falter when they hit obstacles. Motivating them to push through challenges and over commit to get ahead is in line with American Giant’s reason for being and core to how our target goes about their day-to-day.

Solution

Don’t Get Comfortable. While American Giant makes super soft, all cotton American sportswear and casual clothing, the last thing they want is for you to be relaxed, sedate or comfortable.

Relevancy

The “Don’t Get Comfortable” campaign helped the brand create a 3+ month waiting list for their product and generated tremendous PR, including being dubbed “The Greatest Hoodie Ever Made” by Slate Magazine.

 The Drum: Thank the Struggle by Cutwater