The brief was to create a local Swedish instore campaign to promote and sell the super stretch women’s jeans Slender and men’s jeans Pistolero. To illustrate the stretch we created a campaign where young Swedish dance talents interpreted one tune, with their unique expressions, in the jeans. The campaign consisted of ten dance films, a graphic instore campaign, a campaign site and couple of banners and print ads. Beside the instore experience and payed media, the dance films were widely spread within fashion, art, music and dance communities.
My role: Concept development and art direction at Lowe Brindfors for Tiger of Sweden.