drafted -Sydney Sweeney stars in new American Eagle campaign

American Eagle’s latest campaign isn’t selling jeans. 

Created by the team at Acre, the ads are provocatively simple, cleverly meta, and hilariously confident. One moment she’s auditioning to be the face of American Eagle, the next she’s peeling out in a muscle car on a soundstage for no apparent reason other than, well, it looks great. And through it all, of course, she’s in the jeans.

It’s a series that plays with the idea of advertising itself: casting tapes, camera tests, voiceovers that sound more like punchlines. The spots never explain what’s going on, and that’s the charm. It’s all cut with a knowing smirk, carried effortlessly by Sydney Sweeney’s comedic timing and cool confidence.

The campaign showcases the distinct vision of Acre, helmed by Creative Brad Shaffer and Executive Producer Dominic Muller. Directed by Duncan Wolfe with a keen eye for framing the iconic, and brought to life with bold cinematography by David Vollrath.

Post production was fully serviced by House Post, where editor Andrew Litten shaped the deadpan rhythm, colourist Dylan Hageman gave the footage its pop and polish, and Raphael Ajuelos from Concret Form provided sound design and mix with just the right touch of theatricality.

It’s not just an ad for jeans, it’s American Eagle’s way of saying, “We get it.” And with Sydney Sweeney at the centre, how could you not watch?