Hanes

Jul 2026

In a refreshing pivot for the everyday essentials category, the Get Comfortable - Grocery campaign for Hanes masterfully grounds high-end fashion sensibilities within the mundane, relatable setting of a local market. Moving away from traditional high-octane marketing, this commercial captures a quiet, cinematic lifestyle narrative that leans into a distinct, nostalgic atmosphere. Through the lens of a live-action technique, the project transforms a routine avocado selection into a stylistic moment, utilizing deliberate fluorescent lighting that casts a soft, green-tinted glow across the frame. The vintage-inspired production design, complete with authentic handwritten price signage, creates a tangible sense of place that elevates the simple white tank top and red underwear being modeled by the talent. By collaborating with Special Group USA for creative direction and MJZ for production, the campaign successfully strips back the artifice often found in lingerie and underwear advertising to favor a human, lived-in aesthetic. The post-production work from Company 3 New York and Portus Imaging ensures that the subtle color grading remains the hero, maintaining a cohesive visual language that feels both polished and grounded. This approach proves that when the industry prioritizes atmosphere and authentic character performance, even the most basic apparel items can be positioned with a sharp, compelling editorial edge that resonates deeply with the contemporary consumer.

Lifestyle, Commercial, Cinematic

Live-action Technique

Lingerie & Underwear, Fashion