Hard denim 4 hard time menswear campaign

JUDGE & JURY

Brief

After designing and developing a winter menswear collection for Judge & Jury, the brand required a plan to spring them from the shadows of Strangeways prison to achieve maximum visibility on the high-street. The challenge was to create a powerful integrated campaign for their print and online communications - one that reinforced the durable features of their denim products and expressed their brand message of 'Disturbing The Peace.'

Approach

Our first decision was to select a location that mirrored the tough-guy persona of the brand. The back streets of Cheetham Hill promised stories legends are made of, but after a quick recce, we landed on the bitterly cold southern coastline of Iceland. We tooled-up our tattoo covered model with an ice pick and placed him in the most hostile locations we could find (not just for fun) to create an jaw dropping back-drop to shoot a campaign that reflected the brand's clothing and message.

Result

The photo and film campaign entitled 'Hard Denim 4 Hard Time' flirts with the brand's prison DNA and the durability of their denim. Shot on the island's mystical black beaches, volcanic plains and dramatic ice lakes, the campaign find sanctuary in the magical 'Church Of The Elves' farm - offering a welcome respite for our hero to catch a breath, reflect and prepare to flee from the chains of institutionalised fashion once again, dressed only in Judge & Jury denim.

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