We partnered with Jack and Jones to show the world why denim is the most beautiful motif and the best looking fabric. The online campaign would consist of several mesmerizingly hypnotic loops, each illustrating in imaginative ways, the magnificent details and care that goes into the making of a pair jeans.

We then extrapolated and broadened this abstract assembly concept into a full branding film, in which, if not the entire, then most of the process of denim making, would be playfully represented. All the way from carding the fibers, colouring the cotton slivers, weaving the fabric, stitching on the the details and even portraying the unique personality that each pair of raw denim jeans eventually gets from its wearer.

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