Primark gets daring in denim
The UK clothing retailer’s first-ever TV campaign is a playful, funkily choreographed celebration of the empowering feeling of a great pair of jeans.
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Credits
View on- Agency VCCP/London
- Production Company Academy
- Director Nadia Marquard Otzen
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Credits
View on- Agency VCCP/London
- Production Company Academy
- Director Nadia Marquard Otzen
- Editing Final Cut/London
- Post Production Electric Theatre Collective
- Sound 750mph
- Production Service Division Film
- Creative Director Nikki Lindman
- Creative Katy Stanage
- Creative Alice Marani
- Junior Creative Niamh McBride
- Junior Creative Rose Power
- Producer Diana Turchi
- Executive Producer Darapen Vongsa-nga
- Producer Steve Overs
- Production Manager Zoe A'Court
- Producer Emma Hughes
- DP Ben Fordesman
- Editor Darren Baldwin
- Producer Nikki Porter
- Post Producer James Ketterer
- Colorist Luke Morrison
- Sound Designer Sam Ashwell
- Head of Production Olivia Ray
- Producer Carla Thomas
- Producer Leila Mirah
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency VCCP/London
- Production Company Academy
- Director Nadia Marquard Otzen
- Editing Final Cut/London
- Post Production Electric Theatre Collective
- Sound 750mph
- Production Service Division Film
- Creative Director Nikki Lindman
- Creative Katy Stanage
- Creative Alice Marani
- Junior Creative Niamh McBride
- Junior Creative Rose Power
- Producer Diana Turchi
- Executive Producer Darapen Vongsa-nga
- Producer Steve Overs
- Production Manager Zoe A'Court
- Producer Emma Hughes
- DP Ben Fordesman
- Editor Darren Baldwin
- Producer Nikki Porter
- Post Producer James Ketterer
- Colorist Luke Morrison
- Sound Designer Sam Ashwell
- Head of Production Olivia Ray
- Producer Carla Thomas
- Producer Leila Mirah
British fashion retailer Primark has unveiled this fun and uplifting campaign, created by VCCP, championing the unbeatable feeling of donning your favourite piece of denim.
The brand's first television spot, titled In Denim We Can, was directed by Nadia Marquard Otzen through Academy Films with Girl&Bear. Choreographed by acclaimed movement director Ryan Heffington and set to a 1979 cover of I Heard It Through The Grapevine, it sees women dressed in denim dancing through their morning routine exuding confidence and sass.
Nikki Lindman, Creative Director at VCCP, added: In Denim We Can brings to life the universal truth - that strength is found in denim, not just as clothing, but as a feeling - We all know that when we slip on some fab fitting denim, we feel stronger, tougher, capable, sassier - it’s confidence in fabric form, basically.”
