A.P.C

Known for its clean cuts and assertive minimalism, A.P.C. noticed that denim, despite being a foundational material for the brand, was losing prominence in customer perception. The challenge was to re-establish denim as the core of its communication while capturing the attention of new generations on social media. We launched a social listening audit and an inventory of internal archives to map out key dates, models, and iconic practices. From this, a "Denim Bible" framework was born, structured around three angles: heritage, craftsmanship, and daily use. Each angle produced six Reel scripts designed for social viewing under 30 seconds. Filming included: textile macros, workshop interviews, archives... The result: 18 ready-to-post formats, accompanied by an editorial calendar, written captions, and targeted hashtag packs.