Venice, CA-based production studio Rodeo Show’s directing duo Him & Her teamed with Abercrombie & Fitch on a bold new 60 second campaign spot 'This is the Time' that taps into the spirited morale of today’s youth, out of The Richards Group, Dallas, TX. Him & Her showcases the 125-year old fashion brand’s new direction and embed its longstanding spirit of adventure and exploration into the digital world.
The spot peers into the window of time in a young person’s life where freedom and spontaneity take the rein and allow them to indulge in special moments and mistakes along their personal road to self discovery. From moving to a new city, seeing new places around the world, embracing new feelings, kickstarting a career and making new friends, the spot captures the experience-driven journey that today’s youth values so much, emphasising the underlying theme that “this is the time” for them to make mistakes, pick their path, and become their true self.
The campaign spot is part of Abercrombie and Fitch’s ‘This it the Time’ 2017 holiday campaign.
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