Hanes Fits for ALL
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With the goal of creating a dynamic, empowering, body-positivity campaign for Hanes celebrating all the facets of real women’s lives, we designed a mixed media campaign led by female directors, designers, and CGI artists - all created and developed in-house.
Empowering Women Worldwide: A Revolutionary Creative Journey Celebrating Diversity and Expression
Through a strategic mix of storyboarding, casting, and mixed media animation, we brought diverse women's stories to life while staying true to Hanes' values of comfort, fit, and flex. The project combined anime, 2D/3D animation, and illustration to show how Hanes supports women throughout their daily lives.
Creating the Perfect Stage: Previz, Set Design and Live Action
The previz process let us gauge a sense of flow and tone to understand all the puzzle pieces of these shifting layered worlds to get a sense of the pacing and rhythm before shooting began.
Building Digital Worlds: The CGI Magic
Our CGI and animation pipeline was extensive: environments were modeled from real spaces to provide authentic texture and depth, while 2D animation allowed characters to morph between different versions highlighting Hanes products - from an energetic anime-style boxer to a teacher in a flourishing floral world. We experimented with body splits and collage effects before translating everything into 3D animation for enhanced realism and dimensionality.
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