Don’t get comfortable: a brand film

Sometimes lateral thinking really pays off. This short film from American Giant on their brand is a brilliant piece of copywriting that combines attitude with life experience.

The fact that life shouldn’t be too ‘comfortable’ because you don’t really achieve anything; being comfortable won’t get the hands dirty; comfortable has nothing to prove; comfortable can’t get the job done – and yet wearing comfortable clothes is cool. Don’t get comfortable mentally but be comfortable physically. Brilliant.