Fri, 30 Oct 2015 12:16:46 GMT
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.”view more - Creative
Flame: Iain Murray
Post Production Company: MPC
Producer: Hannah Ruddleston
Photographer: George Harvey
Retoucher: Jan Willem Dijkstra @ Left Hand Retouch
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
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 FashionMPC London, Fri, 30 Oct 2015 12:16:46 GMT