Zero gravity denim

Unlike the brand’s launch campaign that saw some heavy-duty splitting [see TikTok activation under work], we decided to go more light-hearted in this latest set, no pun intended. The TVC flaunts a gang of friends defying gravity to reach a place one wouldn’t really expect to - all thanks to their ‘lightweight’ denim. The Instagram spots, meanwhile, showcase the lightweight feature of the denim with a languid soundtrack – particularly composed for this campaign.