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.
I created this treatment/presentation for a very successful commercial director. I wrote up his vision for the campaign, pulled the visuals, and laid it all out. And though he *didn't* get the job - WTF?! - we made a pretty good run at it.