Our Play & Music work caught the attention of Gymboree's CEO, who hired us to help Gymboree clothing stores launch a new line of clothes made out of a very soft cotton fabric called “SuperSoft.” The fabric was softer than anything you could imagine. For this assignment, we developed some playful ads that really stand out in the children’s clothing category. We found the softest things we could think of, and presented them as not soft enough. And don't worry, no bunnies were harmed in the making of these ads—well, maybe a bruised ego or two.