terri timely + pact: the office of eden.

You’re about to watch the greatest underwear ad ever. Yes, you are…

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There are some directors who, in my opinion, simply can’t do wrong and Terri Timely is one of them. “Synesthesia” is one of my favourite shorts ever and then they recently backed it up with their vid for St. Vincent’s “Marrow.”

In “The Office Of Eden”, a new spot for socially responsible organic underwear company PACT, they’ve nailed that sort of  carefully-coloured, hyper-real aesthetic that I can’t get enough of. It’s like motion-Helvetica. Simple, but perfectly so. Sparse, but exactly what you need.

Co-conceived by Ian Kibbey’s brother, Jason, the whole philosophy behind PACT impressed me: they’re social responsible throughout their entire supply chain, they allow you to shop for undies based on which cause you’d like a portion of the price donated to (one of them being one of my favourite charities in the world, Dave Eggers’ amazing non-profit literacy and creative writing organization 826 National), and they’ve wrapped it up one enlightened, easily navigated, beautifully designed package. Evidenced by the hotness of the ad created by Terri Timely, they all totally understand social responsibiltiy and design aesthetic are part of an experience that encourage people to do good: See good, look good, feel good… do good. Makes perfect sense to me.

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