Creative in association withGear Seven

Cotton and Opening Ceremony Partner to Create 'The Most Powerful Tee'

Advertising Agency
New York, USA
Accompanying creative campaign by DDB NY highlights the tee shirt’s historical relevance as a canvas for self-expression

Cotton Incorporated and Opening Ceremony are celebrating the iconic cotton tee as a timeless medium for self-expression by creating “The Most Powerful Tee.”

Bringing this idea to life is a special video developed by ad agency DDB and limited edition tee shirt, created by Cotton and Opening Ceremony and available for purchase at Opening Ceremony in New York at 33-35 Howard Street and online starting October 22, 2018, while supplies last.

“Long before there were tweets, cotton tee shirts were the canvas of self-expression,” said Kim Kitchings, senior vice president, Consumer Marketing at Cotton Incorporated. “Before the anonymity offered by social media, people wore statements of their likes, dislikes and philosophies for all the world to see.

The designers at Opening Ceremony are known for self-expression through fashion, and were the ideal partners to remind consumers that the cotton tee is an authentic medium relevant to our time.”

This collaboration, launched at Opening Ceremony in New York on October 24, 2018, merges everyone’s favorite go-to cotton clothing item with the cultural reality of opinion sharing. More than 80 percent of consumers wear t-shirts all year long, with nearly half preferring t-shirts with printed messages (46 percent), according to Cotton Incorporated Lifestyle Monitor survey.

“We’ve always felt that Opening Ceremony is a town square of sorts, where we encourage all walks of life to come together, so using the empty square on the t-shirt felt like a meaningful way to harness the message of this project,” said Humberto Leon, co-founder and creative director of Opening Ceremony. “With this project we hope to encourage thought around the importance of self-expression at such a crucial time for our society.”

“The Most Powerful Tee” was created by ad agency DDB New York and features historical footage coupled with statements and images made more impactful by the cotton tee. The video is also intercut with footage of diverse urbanites in equally statement-making tee shirts, emphasising the individuality and power a seemingly simple tee shirt with the right message can express. Non-traditional filming methods, including a variety of angles, a combination of 16mm film and digital footage, and 4:3 aspect ratio add to the uniqueness of the film and help showcase the unique personalities featured throughout.

“While Cotton is a long-established brand, it has real, timeless relevance, just like the tee shirt,” said Cassandra Anderson, Creative Director at DDB New York said. “Our goal in the creation of the film and the accompanying campaign is to prove this to a new audience in a way that is authentic and reflective of how they naturally interact with brands and consume content.”


Cotton Incorporated
President & CEO J. Berrye Worsham
Senior VP, Consumer Marketing Kim Kitchings
Advertising Director Jill Orsini
Advertising Manager Emily Cooper
Web Editor/Content Specialist Lisa Lo Paro
Opening Ceremony
Founder and Creative Director Humberto Leon
Founder and CEO Carol Lim
VP of Special Projects & Legal Affairs Bettina Chin - VP of Special Projects & Legal Affairs
VP of Marketing & Digital Carolyn Kriz Siegal
VP of Global Sourcing Mylvia Ricca
Art Director Naomi Otsu
Merchandise Manager Bear Smith

DDB New York
Chief Creative Officer/North America Ari Weiss
Co-Chief Creative Officer/New York Derek Barnes
Co-Chief Creative Officer/New York Lisa Topol
Creative Director Cassandra Anderson
Creative Director/Art Paulo Junger
Creative Director/Copy Rodrigo de Castro
Associate Creative Director Avinash Baliga
Executive Producer Teri Altman
Account Director Lauren Solomon
Planning Director Jennifer Fox
Account Executive & Community Manager Michael Sullivan

Creative Head of Production Elana Staroselsky
Director Daniel Soares
Director of Photography Mika Altskan
Line Producer Jeff Schroeder
Typographer Duong Nguyen

Editorial Uppercut
Editor Micah Scarpelli
Additional Editor Tyler Horton

Head of Production Julia Williams

Flame Artist John Geehreng
Color The Mill/New York
Colorist Michael Rossiter
Sound Design/Mix Raphael Ajuelos
Composer Senpu & Scott Hampton
Graphic Design Diego Salinas

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