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MPC London & 180 Amsterdam Blow Minds with This REPLAY Jeans Ad

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Good Egg's Tell No One directs supermodel Irina Shayk in an explosion of colour

MPC London & 180 Amsterdam Blow Minds with This REPLAY Jeans Ad

Fashion label REPLAY today unveils the international, integrated campaign for innovative new product range Hyperskin – the jeans that disprove the fundamental rule of the universe: you can’t work out in denim.

The bold campaign, which comprises an online film, plus print and in-store executions, has been created by 180 Amsterdam and stars supermodel Irina Shayk, literally blowing the minds of fellow gym-goers as she achieves a series of ever-more ambitious yoga moves, in Hyperskin denim.

The Italian fashion denim retailer tasked 180 Amsterdam with bringing to life the freedom and style of Hyperskin - its new venture into the category-transforming world of ‘Athleisure’, and creating an execution which would embody the attitude of REPLAY’s rebellious spirit.  

Revolutionary product range REPLAY Hyperskin combines performance, lightweight and 100% natural fibres, for maximum comfort and style, even after a high impact workout session.

The TVC was directed by director duo ‘Tell No One’ and produced by Good Egg, London. 

Matteo Sinigaglia, REPLAY CEO, commented: “We’re hyper proud to be introducing the new Hyperskin. Wellness is no longer a trend; it’s the perfect balance between body, soul and the environment: it’s a philosophy and a lifestyle. REPLAY took this as an inspiration to merge it with its denim DNA and created Hyperskin: a revolutionary product able to combine performance, lightweight and 100% natural fibers.”

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Post Production / VFX

Flame: Iain Murray

Post Production Company: MPC

Producer: Hannah Ruddleston

Print / OOH

Photographer: George Harvey

Retoucher:  Jan Willem Dijkstra @ Left Hand Retouch

Creative Agency

Brand Director: Katharina Schablitzki

Business Affairs: Pamela Villaflores

Chief Creative Officer: Al Moseley

Creative Agency: 180 Amsterdam

Designer: Kate Shearer

Executive Creative Director: Dan Treichel & Dave Canning

Managing Director: Stephen Corlett

Planner: Clare Satterthwaite

Producer: Meredith Bergonzi

Production Company

Director: Tell No One

DOP: Ben Fordesman

Executive Producer: Julia Reed

Producer: Malachy McAnenny

Production Company: Good Egg


Sound Design: Randall MacDonald @ Wave Studios


Edit Assistant: Peter O'Donovan

Edit Company: Final Cut

Editor: Suzy Davis

Producer: Frankie Elster

Categories: Denim, Clothing and Fashion

MPC London, Fri, 30 Oct 2015 12:16:46 GMT