Surreal Sensations

Men's underwear brand 2(X)IST is preparing for a surreal Spring and Summer, partnering with creative studio High Tide for a digital campaign that not only introduces new product colors and patterns but crafts a playfully unexpected brand world that stays true to its bold and unapologetic roots.

Founded in 1991, 2(X)IST is a leader in the underwear space, with confidence embedded in every fiber of every product. Partnering with High Tide for a series of themed campaigns, the brand looked to continue to push boundaries with brand storytelling especially crafted for social media audiences. “2(X)IST wanted to bring more boldness, multi-dimensionality and memorability to their content, resulting in something more elevated, unconventional and modern,” explains High Tide’s Founder and Creative Director, Danny Miller. “Their loyal audience has stuck with them over the years, but the crowded and competitive digital space as well as a more savvy and sophisticated consumer means that they took a new stylistic approach.”

Reflecting this new approach is “Surreal Sensations”, a campaign that leverages surrealist mixed media content – a combination of photographs, video, 3D animation and custom typography – to promote an all-new collection with colorways and prints featuring palm trees, abstract marble textures and more. High Tide engaged 2(X)ist collaborator and renowned photographer Christian Oita, cinematographer Tom Bender, content creator Silas Forest and 3D render artist Giovanni Medalla to build out a vibrant summer world of distorted typography, subtly odd compositions and mirrored locales. As the creative studio, High Tide was instrumental in the overall creative process, production, and go-to-market support across channels.

For High Tide, a keen understanding of the brand's audience proved to be a powerful tool in helping 2(X)IST stand out. “We always approach work through a strategic lens, with an eye always on the bigger purpose for the brand and how it will benefit them in the long run,” says High Tide Senior Brand Strategist, Anna Hughes. “For 2(X)IST, that meant getting to know their audience, what has inspired decades-long customer loyalty, and what it means to be a bold brand in today's digital landscape. These insights allowed us to play off what our audience knows and loves but also to stretch concepts into new places to keep it fun and surprising."

“The success of this project is a testament to the power of creative collaboration,” adds Miller. “It was a wonderful opportunity to bring members of our creative network, from 3D artists to videographers, together to create something new and exciting. This ability to merge visual languages and disciplines is central to our work for 2(X)IST, resulting in interesting moments that we know reflect the boundary-pushing ethos that makes the brand so memorable.”