The Primeknit campaign was focussed on bringing your attention to 3 key attributes of the product: softness to touch, lightweight warmth and engineered mesh. These qualities of the fabric contribute to the unique benefits it provides. 

The challenge was to showcase something inherently technical in a way that felt simple and effortless for consumers to understand, striking the right balance between complexity, clarity and innovation. 

The final piece conveys the technology built into the fabric, as well as the effortlessly crafted design of the clothing itself. Quality and performance.