Hanes Kittens is the fourth spot in this campaign. Shot by Rocky Morton (MJZ) in Los Angeles, in partnership with the creative team at The Martin Agency in Richmond, VA. The premise of this spot is “What could be softer than a Hanes Comfort-Blend T-shirt?” Our hero has an ingenious idea, with the help of 'Sky Mall' obviously.
The goal was to make the shirt as realistic as possible, so VFX Supervisor David Hulin went on location to shoot the adorable little white kittens whose likenesses would be used to create it. There was a lot of discussion about how the shirt could work. It had to be completely made of kittens but they needed to be happy and cuddly, as if they decided there was no better place to curl up than this guy’s chest.
Multiple kitten passes were shot and then keyed. The final kitten T-shirt is made up of a multitude of kitten elements, puppeteer-ed elements, bits of fluff and many hours of Framestore blood, sweat and tears!