I had a disproportionate amount of fun working on this, just before wrapping my first year at Buck as a copywriter—taking it from pitch through final cut, developing the idea, directing, and editing. The brief, implicitly, was to make the value of a plain white American-made T-shirt legible across generations. It ended up as one of the top-performing campaigns of the year, with strong engagement across paid and organic, and broad social circulation.
