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Gap: It's Our Denim Now by Johannes Leonardo

Client: Gap
Date: Jul 2019
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Marking Johannes Leonardo's first work for the clothing brand, Gap has released 'It’s Our Denim Now' Fall campaign that uses contemporary dance to demonstrate the versatility of its denim.

Championing diversity and variety of denim Gap has to offer, the film spreads the message that when you feel comfortable in your own skin, you can feel empowered to move towards an optimistic future.

Directed by Fleur Fortuné, the spot is set to 'Move Together' by Ndidi O. It opens in an industrial warehouse space. In the centre, a denim tower of jeans piles high - positioned like an art installation in a gallery.

Around the tower, a diverse group of dancers begin to perform with denim as their medium, seamlessly flowing around each other. As bodies overlap, the denim changes. As the contemporary dance evolves, the dancers morph and mould into a wide range of denim styles and fits.