Iconic American Jeans brand Lee® is fast approaching its landmark 125 year anniversary; as the big year approaches, it show no signs of slowing down….by all accounts it looks like there will be even more reasons to celebrate.
Beginning in January 2014 Lee® will announce a year long campaign of Birthday celebrations.
Previous to the dawning of this iconic celebratory year is the new FW13 installment of the Move Your Lee® campaign in the form of a cleverly orchestrated VIRAL
Building on the dance theme from the previous season, this high octane viral video takes cues and nuances from art house cinema and musical choreography to deliver a broody and emotive short film that is equally enticing and mesmerising. There is a deliberately stylized mood to the piece that was directed by Arnaud Uytenhove with choreography by Celia hall and shot in LA.
The video is presented as an almost hypnotic experience, the movie is talking to the very heart of your unconscious, sweeping you up into the intense moods set to a stirring beat laden soundtrack that serves as a perfect accompaniment.