ISWYDT
Consulting
About

I See What You Did There
Sickwear
Mucinex

Turning a healthcare company into a lifestyle brand, with a capsule collection designed to help you feel better during cold & flu.

The Collection

Sickwear is a unisex collection anchored in classic silhouettes, but infused with innovations like antimicrobial fabrics, tissue pockets, aromatherapy sleeves and pillow hoodies.

The Slumpsuit A stylish jumpsuit made in antimicrobial fabric. Easy-access chest tissue pockets, hidden bathroom zipper, antimicrobial fabric.

The Zzzimono
Robe & pants set made in washable silk. Removable neck pillow, designated clean/dirty tissue pockets, washable silk.

The Feelgood HoodComfy hoodie with removable pillow hood. Removable pillow hood, drop-down eye mask, aromatherapy sleeve.

The Tip-Top TankStretch breathable tank top with mesh panels. Breathable mesh sides, antimicrobial fabric.

The Smooth SleeperMatching eyemask with ponytail hole. Ponytail hole, antimicrobial fabric.

The Unsnuffle DuffleWashable mesh duffle bag. Washing machine safe.

The Launch

Enlisting YouTubers Chriselle Lim, Drew Scott, Nava Rose, Daniella Perkins and Jacques Slade to appear from their bedrooms in an online fashion livestream event modeling the ready-to-wear, sleepwear and accessories made from antimicrobial, breathable and washable fabrics, the choreographed livestream fashion show was orchestrated from 6 different locations at once. The video assets were created by award-winning photographer and director Danielle Levitt.

The Site

Sickwear traffic was driven to a new Mucinex DTC website to help create an entirely new way for consumers, especially younger audiences used to DTC purchases, to shop for Mucinex products.

Case study

Making of

Recognition

W Magazine - Wildest Collaborations of 2020
WWD - 13 of the Biggest Fashion Collabs of 2020
D&AD - Wood Pencil
London International Awards - Bronze
The Shorty Awards - Bronze
The Drum - Retail/E-Commerce Winner
Cannes Lions - Design shortlist
Clios - Shortlist
One Show - Shortlist
The Webby Awards - Honoree
AdAge Creativity - Editor’s Pick
Adweek - Feature
Creative Review - Honoree
Contagious - Campaign of the week

91 Million
Impressions

13,000
People watched the livestream

24H
Entire collection sold
out in 24 hours

#1
The largest single-day online sales in Mucinex history

Client: Mucinex
Role: Creative Lead

Agency: Barbarian
Creative Leads: Jon Ong, Jason Ferguson
CCO: Resh Sidhu
UI/UX/XD: Su Hyun Kim, Grace Oh
Strategy: Andrew Dawson
Account: Erin Metcalf, Julia Caffrey
Producers: Erik Iversen, Joe Guyt
PM: Ali Schurz

Prod. Co.: m ss ng p eces
Directors: Danielle Levitt, Mike Woods

Clothing Designers: Steven Alan, Christina Viviani

I See What You Did There
Creative Ideas Studio
New York City

ISWYDTConsultingAbout

ISWYDT

Consulting

About

I See What You Did ThereSickwear Mucinex