FRESH CLEAN THREADS | DUALITY OF MAN
Fresh Clean Threads’ “Duality of Man” explores the fine line between fit and flop. Set during a rowdy night at the bar, two friends celebrate a game-winning moment—until one of their shirts rides up, revealing a gut-punch of a wardrobe fail.
It's a tongue-in-cheek take on the highs and lows of basics, where one man's perfect fit is another man's fashion mishap.
SERVICES
STRATEGY
PRODUCTION
SOUND
CREATIVE
POST
COLOR
Reach:
THE CONCEPT
We wanted to explore something universal: the comedy and chaos that happens when confidence meets poor wardrobe choices. Not just a visual gag, but a character-driven moment that spotlights the subtle heroism of a well-fitting shirt.
The concept centers on two friends at a bar, caught up in the high of a game-winning play. One raises his arms in victory—only to expose a too-tight tee clinging for dear life. It’s a moment we’ve all seen (or lived), played for laughs but grounded in a real truth: fit matters. By leaning into this contrast, the campaign highlights the everyday stakes of basic apparel—and why getting it right makes all the difference.
THE EXECUTION
Shot in a packed bar with over 30 extras, Duality was designed to feel both cinematic and hilariously real. We storyboarded the sequence for weeks to land the comedic timing just right—building up to the unexpected shirt reveal at the height of celebration.
Captured on a high-speed RED camera in super slow motion, every movement was dialed for maximum impact—from the beer-spraying cheers to the perfectly-timed belly bounce. The final spot aired across major networks, including a national broadcast during the NBA Draft, landing the moment—and the message—with precision (and over 1B+ impressions).
OTHER PROJECTS YOU MIGHT LIKE