Pillows for Posterity
A social contest that turned the funny, unfiltered things kids say into hand-stitched pillows.
Why
Fruit of the Loom is a comfort brand everyone knows and few think about. We needed to make it feel warm and present again — and get families to engage, not just scroll past.
What we made
Comfort lives in the little domestic moments — like the ridiculous things kids blurt out. We asked parents to submit their kids' funniest quotes on Instagram and Facebook, then cross-stitched the ten best into special-edition pillows and sent them home.
The craft
Cross-stitch was the whole aesthetic — homemade, heartfelt, a little absurd. My teammate and I art directed and directed the shoot in-house, completing production in half a day. Warm, likeable, and built to be watched all the way through.
The Pillows
Credits
- Creative Director
- KT Thayer
- Senior Creatives
- Alexis Jabbour & Bert Marissen
- Director of Photography
- Mike Olmsted
- Video Producer
- Emma David