A.P.C. was among the first to champion straight cuts and uncompromising basics. The jeans are the brand's cornerstone, crafted from denim woven in Japan. Since then, fast fashion has adopted this vocabulary, and the brand's denim began to fade from memory. A.P.C. entrusted us with the social media side of their campaign: to give a voice to the material and the craftsmanship, without losing the brand's rock-and-roll edge.
Romain built the strategy based on a social listening audit and the brand's archives: three angles, six scripts each, and formats under 30 seconds. For the production, Lucas filmed the denim up close, from the machines and patterns in the workshop to the archival prints. One detail sums up the concept: the abrasive glove used to wear in and patina the fabric. A pair of A.P.C. jeans lives and changes over time.
What remained was the emotional connection: A.P.C. sales associates talk about their favorite styles. Emile on camera and production, Jules on editing: 18 reels, shot in three days and edited in four.
