commercials

wrangler x kimbra: more than a bum

‘The simple, yet bold, message of the campaign is that it’s time to enact a change in the cultural conversation, away from simply aesthetics and towards a deeper understanding of achievement and aspiration.’ - The Drum

I strive to create work that showcases & uplifts, this project gave me the opportunity to do just that - working with strong, successful woman who are exploring & redifining what it is to be a woman in our contemporary world. The campaign was primarily built around the launch of a new ‘body bespoke’ range of jeans designed to perfectly fit a range of different sizes and shapes. Inclusivity, specifically around beauty standards, is one of my primary focusses as a filmmaker. In this film we were able to showcase a broad range of women from so many ethnicities, shapes & sizes. It was also of particular significance to me to be able to feature transgender activist Paris Lees in this campaign.

This film was such a pleasure to create - working closely with the Artist Kimbra to create and shape a track that captured the essence & spirit of the campaign. Kimbra decided to use samples of many different woman saying the word ‘bum’ - tapping into cultural conversations about gender in a positive way, as well as going beyond a traditional approach to advertising women’s fashion, and denim in particular. We created the track first & then shaped our visual narrative around that. Shot in Amsterdam & London with a small documentary crew & cast, which was supplemented by moving portraits of real women we found on the streets of the two cities.

Teaser film

hero film

credits:

Agency: We Are Pi

Lyrics & Music: Kimbra

Production Company: Mr. Frank

Director: Brett de Vos

D.O.P: Noel Schoolderman

First AD: Miguel Teixeira

Make-up & Hair: Aga Dobosz

Stylist: Richard Sloan

Teaser Film Editor: Brett de Vos

Teaser Film Grading: Amator

Main Film Editor: Sjoerd Dekker

Main Film Grading: De Grot