CP+B’s latest spot for Fruit of the Loom, directed by Tom Kuntz of MJZ, debuts during the NCAA basketball tournament telecast. 

This year, Fruit of the Loom launched new EverLight underwear. Made from an ultra-fine micromesh fabric weighing 1.9 oz., it’s the lightest underwear the brand has ever made. So, to introduce the product, and reinforce that the underwear is so light you don’t even notice it, CP+B created a spot that unfolds layer after layer a series of characters who don’t notice they are being watched.

Credits

Client Fruit of the Loom Agency CP+B KT Thayer, creative director; Shannon Gibney, associate creative director, art director; Josh Shelton, associate creative director, writer; Sloan Schroeder, director of content production; Jamie Slade, integrated producer; Katie DeSimone, content supervisor; Carolyn Martin, content manager. Production MJZ Tom Kuntz, director; Eriks Krumins, sr. exec producer; Emily Skinner, line producer; Greig Fraser, DP. Editorial Cut+Run, Santa Monica Frank Effron, editor; Ambur Faris, editorial producer; Jared Thomas, sr. producer. Post/VFX MPC Culver City, Calif. Robert Owens, managing director; Micheal Gregory, VFX supervisor; Daniel Gonzalez, production manager; Miguel Arroyo, production coordinator; Karena Ajamian, post exec producer; Noah Caddis, lead Flame; Ricky Gausis, colorist. Audio Post Lime Studios Matt Miller, mix engineer; Lisa Mermelstein, mix engineer assist; Susie Boyajan, producer.

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