Full Circle Moment: Tantrum Produces Video Series for Abercrombie & Fitch

Tantrum founder David Tann has returned to a branch of his retail roots! Did you know that before starting Tantrum in 2018, David had a storied career in retail that included work with powerhouse brands such as Bath & Body Works, Hallmark, OshKosh B'Gosh and...you guessed it - Abercrombie & Fitch! Well David's career has come full circle.

Abercrombie reached out to Tantrum for support on the development of a series of videos highlighting life behind the brand. Tantrum worked with the Abercrombie team to conceptualize and produce the series, which launched in April. 

In David's Words: 

This one is really special. I cut my teeth at Abercrombie & Fitch Co. years ago. I was a graphic designer making t-shirt graphics for Hollister Co. It was at a time when the brand and its image was very different than the brand you see today. Yet, the leadership team believed in me and I grew to become brand director for Gilly Hicks. At a time when there was so much negative press about discrimination, they quietly put me in position to launch what was at the time their latest brand. I will forever be grateful for that. The opportunities and the lessons about retail, marketing, branding, etc. completely changed the trajectory of my career.

Flash forward almost 15 years later and we’ve come full circle. At a time when there was so much racial injustice, strife, and discord in the country the same brand quietly reached out to me and Tantrum Agency to work on this amazing project highlighting what life is like at ANF. 15 years ago, hiring a branding company like ours would have been unfathomable.

Special thank you to Rachel Lepp, Steven Smith II (he/him/his), Samantha Turner (she/her/hers), Ryan Hoselton, Matt Montgomery, Gabrielle Royal (she/her) and the rest of the ANF crew for giving us a chance. And extra special shout-out to Andramada Films for help on the edit.

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