Showcasing edgy denim innovation through moving visuals
Established in 1987, Advance Denim was the first denim mill to be established in China and has been leading with their fabrics and innovation in denim industry for over 30 years.
Advance Denim needed to find a team who not only had contacts in Europe, understood the denim industry, but who could also produce a professional video at an overseas location in time before the product showcase at a trade show event
With Amsterdam being known for the European Denim City, it became the perfect location to showcase Advance Denim’s products. The style of the campaign video was also unconventional for a Chinese mill, which communicates the edge Advance has in the denim space.
A production team of 20 people flew to the location to direct photography and video production, including photographers, directors and stylists. The models featured are students from Jean School, creating industry collaboration
With the campaign video being extraordinary for Chinese Mills at the time, it sparked attention to the company, and presented the company branding as innovative, modern and willing to shift the industry paradigm