Champion Sportswear was one of the first brands to design cutting-edge workout apparel with tiny pieces of carbon that keeps you dry and cool by absorbing sweat and preventing odor. At the time, there were many other brands launching similar technology, so our target didn’t need to be educated on it. Champion just needed to carve out its own space and plant their flag quickly and memorably. The solution was to go beyond the typical pro athlete endorsements or predictably-posed models wearing the gear. Instead, we hired an oil painter to create fantasy-like vignettes showing individuals are working out in the most hellish conditions imaginable – one of them literally so. Pretty cool, huh?