Awkwafina and Halsey fight the elements in mini-docs from ModCloth

Four women talk about their struggles in new series from the fashion brand

Published On
Mar 07, 2019

Editor's Pick

Fashion brand ModCloth’s newest campaign features four women, battling the elements as a metaphor for the struggles they had to overcome to achieve their goals and accept their success.

Rapper and actor Awkwafina (“Crazy Rich Asians”) is blown away by gale force winds in a mini-documentary where she explores the way her stage persona has allowed her to become more than was expected of her. Singer Halsey braves a summer squall while dodging the barbs of the tabloids. Actor Dascha Polanco (“Orange is the New Black,” “Russian Doll”) fights fire on a city street as she recounts the challenges of young motherhood, and actor and model Hari Nef (“You”) digs herself out of a deep hole with her bare hands while describing how she dealt with harsh comments about her looks.

The documentaries are directed by photographer and filmmaker Alex Prager (who also recently helped a new brand campaign for Vimeo), and created with LA-based Observatory. A 30-second anthem spot (above) is running online and will begin TV placements this weekend. Out-of-home media in New York City launches on March 18.


Mar 07, 2019
Client :
Agency :
Chief Creative Officer :
Todd Hunter
Creative Director :
Valeria Vanzulli
Sr. Copywriter :
Francesca Bonomi
Copywriter :
Peter Skrumbis
Head of Production :
Chris Totushek
Producer :
Chloe McHugh
Brand Director :
Lisa French
Brand Executive :
Deja Cox
Head of Strategy :
Amia Lazarus
Director :
Alex Prager
Production Company :
Arts & Sciences
Executive Producer :
Mal Ward
Producer :
Alex Waite
Film Editor :
Matt Chessé
Doc Editor :
Michael Rohrbaugh
Broadcast/Social Editor :
Celeste Diamos
Composer :
Ali Helnwein
Sound Design :
Barking Owl
Creative Director :
Kelly Bayett
Sound Designer :
Morgan Johnson
Mixer :
Mike Franklin
Mixer :
AJ Murillo
Mixer :
Matt Keith
Creative Services Manager :
Julie Reizes

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Project Type