Little Black Pant
Little Black Pant
Building a Brand Moment
Daily Thread identified Connected TV as a test channel to drive in-store retail traffic. A straightforward promotion—FREE PANTS—transformed into an opportunity to elevate the brand's fashion credentials.
Taking inspiration from fashion's most iconic garment, the Little Black Dress, the campaign repositioned Daily Thread's pants as the modern essential. This strategic pivot turned a tactical offer into a brand-building moment.
The creative execution merged existing footage with newly commissioned content, while kinetic typography from Lonely Lane added sophisticated energy to the narrative.
My Contributions
Creative Strategy · Creative Direction · Copywriting · Art Direction · Production