From Billboard to Billboard Charts: How I Helped Turn Fruit of the Loom Into a Full-Fledged Brand Activation
When Fruit of the Loom said they wanted to reintroduce themselves to the world, they didn’t mean a new tagline. They meant a new everything. And I was all in.
This wasn’t just a rebrand—it was a full-on brand activation ecosystem, and I got to help architect it from the inside out. From bold new visuals to stunt-worthy IRL builds and digital drops that actually drove engagement, the goal was to make Fruit of the Loom feel like a brand that’s not just back—but built for this generation.
We kicked off with a rollout that hit everything from OOH to social to full-scale photoshoots and motion work. I helped concept, storyboard, and art direct the look and feel of Fruit’s next era. And trust—this wasn’t stock footage and flat graphics. We produced real sets. Hired real creators. Designed campaigns that lived across real stages, shelves, and screens.
Every photoshoot felt like a pop-up. Every TikTok had a tone. Every campaign element? Intentional. From the hanging fruit props to the gritty textures and lighting setups, my fingerprints are all over this. Because we weren’t just trying to make Fruit look relevant—we made it show up like a brand with something to say.
Fruit of the Loom’s return to form wasn’t quiet. And neither was I.
