After being acquired by HanesBrands in late 2017, sustainable clothier Alternative Apparel set out on a mission to expand their D2C operations and bring their eco-friendly products to a national audience. Together, we developed one of their first digital brand campaigns: a series of videos that would introduce Alternative to longtime fans and first-time customers alike.
One of Alternative’s challenges is that the strength of their printables business has diluted their brand equity. As the brand behind the brand, anyone from corporations to startups to bands and activists have printed their messages on Alternative’s luxuriously soft tees—which the end consumer might not realize.
We worked together to create an energetic brand narrative, “We Are Alternative,” that would introduce the name Alternative Apparel and the brand’s impact-conscious, feel-good vibe. Bold visuals, retro-inspired tunes, and punchy text communicate the three pillars at the heart of their brand: softness, simplicity, and sustainability.
We crafted this video campaign to grow the brand’s mindshare and begin building a more robust library of creative resources for ongoing D2C marketing needs. From the messaging to the music to the casting, every element of the production was thoughtfully considered for its use in the videos, but also as part of their larger pool of assets. We’re excited to see how Alternative continues to leverage these resources in the future as they grow their consumer-facing business.
Alternative Apparel has been a great client to work with. They're smart, talented, design-savvy folks who appreciate hard work and know how to have fun with it all. Telling their story and showcasing their brand through a series of videos was a great experience from start to finish."