Roy Rogers: advert-body-4 by The Full Service

Remember the first album you bought? The first gig you went to? This campaign riffs on those formative years, putting denim centre stage and blasting audiences with the effortlessly cool. Photographer of the project and founder of The Full Service, Rankin says: “Everyone remembers going into the record shop or the stadium to listen to their favourite artist. Like an old pair of jeans, those memories stay with you. They define you. I wanted to breathe life into the denim and create visual scenes that people relate to. It’s one thing looking cool and playing a Fender Strat, but if you’re wearing Roy Roger’s doing it, you’re on top of the fucking world.”

To shoot the band of rockers, dressed in denim to die for, Rankin’s photography takes on the old school, vintage tones of the 90s. The result is a stills campaign with a rebellious edge and a fitting round two for The Full Service meets Roy Roger’s collaboration. Roy Rogers says: “We started this idea of ‘first experiences’ in our last campaign with The Full Service. There’s a unique excitement surrounding those moments. Music plays such an important part in people’s lives. It’s universal, transcending language - like fashion. So we wanted that connection running through the denim.”

The ad seeks to position Roy Rogers, the original Italian denim brand, as the kings of rock ‘n’ roll cool, emphasising what it feels like to wear the jeans - and look that good.