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Mitchum Advanced Control: Dawson's Kid


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Mitchum's new "Love Thy Pits" campaign, which spans television, print, digital, social media, point-of-sale, out-of-home and radio, uses humor, cutting edge animation and bold iconography to convey product benefits and Mitchum's love of armpits in a smart, simple way. New Mitchum Advanced Control(TM) contains the highest level of active ingredient and encapsulated fragrance technology that bursts upon contact with perspiration, helping pits navigate even the trickiest of situations with maximum strength and ultimate protection for 48 hours. "Love Thy Pits" was created by Mother and represents a new creative direction and brand strategy for Mitchum, which is owned by Revlon Consumer Products Corporation.
Credits Other credits

Advertising Agency: Mother New York

Strategist: Sarah Plaskitt

Agency Producer: Christine DoRego

Mother: Amory Wooden



Production Company: Brand New School

Executive Creative Director & Director: Jonathan Notaro

Director of Photography: Eric Treml

Line Producer: David Wolfson

Production Manager: Stacy Bergstein

Art Director: Justin Fines

Editor: Erik Barnes

Flame: Blake Huber

Designers: Jonathan Notaro, Justin Fines, Stephen Kelleher

CG Lead: Vadim Turchin

3D Animation: Han Ho, Jerry Chow, Ryan Lang, Adam Rosenzweig

2D Animation: Hyesung Park, Robin Greenwood, Andy Mastrocinque, Adam Sacks, Justin Demetrician

Storyboard Artist: Will Rosado

Compositor: Ted Kotsaftis, Bill Dorais

Executive Producer: Devin Brook

Managing Director: Danny Rosenbloom

Post Producer: Toby Sowers

Production Coordinator: Zoe Beyer



Music & Sound Design Company: The Lodge

Creative Directors: Eric Hillebrecht & Colin Thibadeau



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