Fruit of the Loom is a global manufacturer of quality products including underwear, panties, bras, t-shirts, sweats, sweatshirts, socks, thermals and more. I got the opportunity again to work with the team at Crispin Porter + Bogusky on their new Butterfly Effect campaign for Fruit of the Loom. This time it was promoting the flexible fit of the Girl's Seamless Hipster and perfect for girls in-between sizes.
Similar to the previous campaign, the brief was to show in a fun, humorous and stylised way the transformation of a caterpillar to butterfly, demonstrating the flexibility of the briefs from one age to the next.