To be blunt, sweaty junk in non-breathable binding briefs is old school stuff. Today, going from the home office to the gym in comfort with high-tech, antimicrobial, breathable mesh, stretchy boxer briefs are where it's at...the holy grail of men's underwear. The Hanes Breathable Boxer Brief was a superior design, technically engineered with features and design to rival those of higher priced brands, yet Hanes was priced affordably. Hanes launched this all-new boxer brief exclusively on Walmart.com as proof of concept, prior to a nationwide rollout. Engineering and design were important to Hanes, so we dialed up that in the product messaging. I wrote the main campaign themeline: Built to Breathe, plus all the supporting paid social campaigns, digital ad campaign, plus digital onWalmart.com.