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Jeans brand Wrangler has revealed its new images for 2011 Spring/Summer season, which goes by the name of Stunt. A powerful, visceral campaign centred on a ‘Stunt’, the most action-packed, adrenaline-fuelled campaign yet in its exhilarating We Are Animals series.
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The characters are photographed in the legendary Paramount Studios in Los Angeles (a set used by Indiana Jones, Spiderman and The Godfather), the ‘Stunt’ campaign pushes Wrangler’s thrill-loving brand persona to the max, and tests the limits of what is possible in advertising.
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The campaign were Shot on the ‘New York’ streets takes a new approach to the concept We Are Animals by a fit, strengthened Wrangler. The campaign We Are Animals comes packed with emotions. Each image is a high dose of adrenalin, tension and passion, with red as the basic colour. Each character becomes the personification of the inner strength of an unleashed man, a sweeping animal alter ego.
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‘Stunt’ features real life Hollywood stunt people performing truly fearsome stunts. The danger, the explosions and the sheer daredevilry are captured in stunning images by the outstanding US-based photographer Cass Bird, and crew.
Wearing denim from Wrangler’s Spring/Summer 2011 collection, the two man, two woman stunt team...
• JUMPED through a 2nd storey WINDOW • DIVED clear of an EXPLOSION • FELL through a sheet of GLASS • RAN down a street while ON FIRE
The extraordinary images will launch across style magazines and European billboards in March 2011.
Wrangler and stunt people share a common history. Westerns were the original Action Movies and the first stunt people were rodeo riders - Wrangler’s earliest clientele. The new campaign reunites Wrangler, the original American adrenaline-fuelled denim brand, with stunt people – a breed of heroes who embody Wrangler’s message: We Are Animals.
An enthusiasm shared by the whole team, including photographer Cass Bird: "it is rare I get commissioned in a commercial vain to have an experience as well as produce work that is equally adventurous and risk taking. The Wrangler 'Stunt' campaign required alot of fearlessness and trust - qualities not often found in such projects"
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