With the brief we got from Pair of Thieves, we were immediately put in the drivers seat. Brands rarely invite opportunities to lean into irreverence, but PoT embraced it.

We were asked to present ideas which showcased the features of the SuperFit underwear - specifically the no-roll waistband. The brand wanted to prove that the garments were tested for durability and comfort in a unique way.

Taking inspiration from accidental viral smash hits (see Star Wars Kid), we developed a campaign that felt like it was found in the dark corners of YouTube.