LOIS YEANS 60 YEARS
Celebrating the brand’s legacy through a modern lens
A floating stage, gates to send the model & viewer to other dimensions, real flames lighting up our set - for Lois’ celebratory campaign, all tricks were pulled out of our art department head.
Jeans brand LOIS turned 60 - and to honour their innovative product and brand direction, a special campaign video was launched in cinema. By mixing archive footage from old advertising videos through VFX with modernised scenes recreated in the here and now, an ode to LOIS jeans inventive art direction throughout history was born.
We worked closely with a team of specialists to recreate iconic worlds - from set builders creating bespoke large-scale decor elements - to pyrotechnists creating tracks of flames in our artificial Western desert. The result is a cheeky nod to things that never go out of fashion.
Client ~ Lois Jeans Starring ~ Nour Garay Jalloh and Francisco Henriques Creative Director ~ Arthur van Rongen
Director ~ Diek Pothoven
DOP ~ Floris van der Lee Executive producer ~ Itai Verhoeckx
Set Design ~ Studio IOIA
2022
