Firetrap aims to attract new target market in horror-inspired ad campaign
Urban clothing brand Firetrap has released horror-themed an ad, as it looks to bring the brand back to its denim roots and introduce a new generation of consumers to the 23-year old brand and its mascot the ‘Deadly’ gnome,
Created by Fold7 and director Ian Pons Jewell, the Deadly Denim film, which uses stop frame animation, centres on a woman in a trance-like state, sitting on a rocking chair in an abandoned house. The objects around her, including an old sewing machine, come to life under her control, to tailor a pair of Firetrap jeans.
Alicia Adcock, Firetrap’s brand manager commented: “Firetrap has great heritage and our challenge was to enhance the edgy, urban personality of the brand. Fold7 and the director have done a fantastic job in interpreting our brief, we’re really pleased with how this has turned out.”
The ad will launch on TV and online on 3 November.