The challenge was to show off the underwear’s new discreet fit underwear, which was designed to make kids feel more confident at bedtime. So we turned bedtime into an undercover spy mission. We encouraged parents to sign up for the undercover mission by outfitting their kids with the new underwear and empower their kids to approach bedtime with confidence when they go undercover under the covers. There was even a chance to win prizes (night vision goggles, spy walkie-talkies, and a Kindle) with the Ultimate Spy Kit Giveaway. The program was a success, attracting and retaining over 24,000 new Facebook fans in three months. The animation above was the introduction to the spy campaign. I was the design lead on this project and worked closely with designers to create the look of this campaign.