Gritty Urban Ballet Transforms Lee Jeans into Denim Masterpiece

Arnaud Uyttenhove brings hypnotic style to the streets in film for brand's 125th anniversary

Published On
Sep 04, 2013

Editor's Pick

Perhaps not since Fallon Minneapolis worked with Lee Jeans have we ever seen such intriguing advertising for the denim brand. But in the hands of Satisfaction Brussels and director Arnaud Uyttenhove, who's repped out of Caviar in the States, it again takes a remarkably cool turn. To celebrate the American denim brand's 125th anniversary and usher in its FW13 line, Lee Europe has produced this hypnotic, dance-driven film that shows an unusual lineup of talents demonstrating just how "flexible" Lee jeans are.

Celia Hall choreographs the graceful, twisting moves of precision stunt driver Joe Hebner ("Dexter"), freestyle street dancer Moe Alafrangy and illusionist Faith Picozzi against a gritty, urban backdrop. The moves seem familiar, but because they're shot and edited in such a unique way and juxtaposed against a throbbing, sonic backdrop (created by the agency in-house) -- they become a downright religious experience.

The short illustrates the concept of "Move Your Lee," which hinges on one simple principle: "A great is fine, but it's nothing without a great way of moving it," said satisfaction creative director John Israel.

The film is actually the second in a trilogy and is running online and in cinemas across Europe.

Credits

Date
Sep 04, 2013
Brand:
Lee
Client:
Lee
Agency:
Satisfaction-Brussels
Creative Director:
John Israel
Director:
Arnaud Uyttenhove
Director, Photography:
Arnaud Uyttenhove
Editor:
Gert van Berckelaer

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Project Type