T.F. Company: Performance Sportswear for Hanging Out
0:00 / 0:00
DISCLAIMER:
If you are a deep practitioner of the media capabilities of the 2026 world, then you would be aware that a brand needs about 20,000 unique pieces of content per year for different demographics, psychographics etc.
That's 19,900 more than what most big brands actually put out. And if you understand how the Googles, Facebooks, Snapchats and Instagrams work, then you would know that your creative teams will have to deliver a lot more video centric content to fill the pipes of media distribution than they currently are doing.
That's why we've created Clapboard - to produce quality video content at a low enough cost. Quality being contextual to the social media platform, not necessarily high production, thus delivering the best bang for your every buck
JOIN THE NEWSLETTER.
Content Production insights, videos, books, and freebies, delivered to your inbox weekly
Creative Collaboration Platform: The Backbone of Modern Creative WorkWhat is a creative collaboration platform?Clapboard defines a creative collaboration platform as the operational core for today’s distributed creative teams. This is not a collection of digital collaboration tools stitched together; Clapboard’s system
Understanding the Creative Production MarketplaceWhat is a Creative Production Marketplace?Clapboard defines a creative production marketplace as a structured ecosystem where brands, agencies, and production talent converge to execute video, advertising, and branded content at scale. Unlike the legacy agency or freelan
The Urgent Need for a Creative Production Operating SystemWhy Traditional Creative Production Models Break DownClapboard sees the creative production landscape shifting under pressure. Content velocity is no longer a buzzword—it’s a mandate. Modern advertising demands relentless output across dozens of channels, each w
T.F. Company: Performance Sportswear for Hanging Out
Description
In October 2024, C.P. Company partnered with the dynamic duo from the Throwing Fits podcast, James Harris and Lawrence Schlossman—known as Jimmy and Larry—to launch a bold collaboration that blends performance sportswear with laid-back urban style. Developed by the award-winning creative agency Even/Odd and brought to life through a striking short film directed by Andy Madeleine, this campaign captures the spirit of C.P. Company’s FW024 collection reimagined through the unique lens of the American podcast hosts. The collaboration features 14 standout pieces including overshirts, down jackets, pants, t-shirts, and knitwear, crafted from innovative fabrics such as Chrome-R, Flatt Nylon, D.D. Shell, Lambswool, and Microreps. Jimmy and Larry’s irreverent approach is evident in customized pockets, lenses, and signature ‘T.F. COMPANY’ logos embroidered or printed across the collection, reflecting a deepening creative partnership rooted in shared community values and previous joint initiatives, including the ADV SS024 campaign. The campaign’s short film encapsulates the concept of doing whatever it takes for the noble pursuit of chilling, following the duo on a fast-paced journey through the streets and subways of New York City, culminating humorously at Bernie’s, a beloved Brooklyn eatery known for its first-come, first-serve policy. Madeleine infused the film with the chaotic energy of London hip-hop and electro music, using handheld shots, zooms, and tracking to build anticipation before a composed finale, all shot on 16mm film to evoke the edgy aesthetics of films like Run Lola Run and Good Time. This guerrilla-style production was executed swiftly with a small creative team, emphasizing authenticity and spontaneity. The collection debuted on September 21 at Throwing Fits’ third annual Friends & Family Bazaar in New York and is exclusively available online at cpcompany.com starting September 26, positioning C.P. Company at the crossroads of heritage craftsmanship and contemporary street culture in 2024.
Credits
Client
C.P. Company
Agency
Even/Odd
Production House
Even/Odd
Director
Andy Madeleine
Producer
Gisell Cabrera
Cinematographer
Evan Burris Trout
Crew
Dan Rodriguez, Mateo Gonzalez, Daniel McElroy, Martin Mendez
Music
Stephan Joseph
Post Production
Ancillary Post
Editor
Mason Coburn
Color
Cameron Marygold
Featuring
Bijan Shahvali, Brandon Mahler, and Jack Kay
Special Thanks To
Bernie's restaurant
Campaign Proposition
The “T.F. Company: Performance Sportswear for Hanging Out” campaign by C.P. Company, in partnership with the podcast Throwing Fits, positions the brand as a purveyor of versatile, high-performance fashion designed for relaxed, urban lifestyles. By introducing a capsule collection that blends technical fabrics and functional design with a casual, street-oriented aesthetic, the campaign underscores C.P. Company’s commitment to merging innovation with everyday wearability. The collaboration promises apparel that supports the active, social routines of its audience while maintaining style and comfort, highlighted through distinct design elements like customized pockets and co-branded logos that reflect the personalities of Throwing Fits’ hosts.
Strategically, the campaign leverages the cultural resonance and community connection of Throwing Fits to engage a younger, style-conscious demographic attuned to authenticity and urban culture. It taps into the insight that contemporary consumers value brands that align with subcultural identities and real-life narratives. The creative approach centers around a short film that dramatizes the spontaneous, dynamic energy of city life, using visual chaos and humor to mirror the unpredictable pace of young urbanites. Filmed on 16mm for a raw, analog aesthetic inspired by underground cinema, the video emphasizes a blend of heritage and modernity, reinforcing brand credibility. This narrative, combined with the exclusive launch at a community-driven event and limited online availability, cultivates a sense of intimacy and exclusivity, deepening brand engagement. Overall, the campaign reflects a calculated effort to situate C.P. Company at the intersection of performance, culture, and everyday social experience.
Creative Device
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign centers Jimmy and Larry, the established hosts of Throwing Fits, as its focal personalities, leveraging their known irreverent style and established relationship with C.P. Company. The narrative doesn’t hinge on a classic storyline resolution, problem-solution arc, direct demonstration, or parody, but rather on the charisma and familiar appeal of these recognizable figures. Their ongoing involvement with both the podcast and the brand, coupled with their featured presence in this collaboration and short film, aligns the campaign most strongly with the ongoing characters or celebrities format: the personalities themselves are the primary creative device anchoring brand recall and engagement.
Stone Island – Positioned as a premium Italian brand known for its cutting-edge fabric technology and garment dyeing techniques, Stone Island merges high-performance outerwear with contemporary streetwear aesthetics, appealing to urban consumers who value innovation and exclusivity.
A.P.C. – French brand A.P.C. offers minimalist, well-crafted apparel emphasizing timeless design and high-quality materials. It targets consumers seeking understated luxury and functional everyday wear, balancing casual style with refined simplicity.
Arc’teryx Veilance – Combining technical outdoor performance with sleek, minimalist design, Veilance targets the luxury performance wear segment, appealing to urban professionals who want durable, weather-resistant garments without compromising style.
Moncler – Known for luxury down jackets and outerwear, Moncler blends high fashion with technical innovation to attract a clientele that values both performance in extreme conditions and prestigious designer branding.
Patta – Amsterdam-based streetwear brand Patta emphasizes cultural storytelling and community-driven collaborations, blending performance sportswear elements with urban, contemporary fashion to attract a youthful, trend-conscious audience.
.webp)
