THE BRIEF
In 2009, Cotton was looking for a way to refresh it’s brand. They hired Zooey Deschanel, Miranda Lambert, and Jazmine Sullivan to record the Cotton anthem ‘The Fabric Of Our Lives.’ Each of the three up-and-coming female musicians brought their own modern and distinct style to the song, as well as the fashion shoot. Showcasing the variety that Cotton has to offer in the fashion space.
Beyond print and television, the Cotton brand was looking for strong ideas to activate an untapped online community.
WHAT WE DID
As a digital art director my job was to take the traditional campaign and concept something more natively digital as an extension for the Cotton brand.
After seeding the three celebrity versions of “Fabric Of Our lives,” we designed a microsite that allowed other young woman to share their own versions of the song. The communal experience allowed people to watch videos, listen to music, and also leave supportive comments and encouragement.
The Fabric Of Our Lives Campaign
