Dancing, romance and sweat feature in Droga5’s new films for Uniqlo

Droga5 London has released its first work for Uniqlo – a trio of films promoting the brand’s bras, innerwear and distressed denim.

Quirky spot Wireless Bra urges women to ‘dance like you’re not supposed to’. The film was directed by Autumn de Wilde and features some great choreography Ryan Heffington, who has worked on videos for Sia and Netflix sci-fi drama The OA.

With unusual dance moves and a catchy soundtrack, it brings to mind Spike Jonez’s brilliant spot for Kenzo last year and the setting – with its retro detailing and pastel walls – wouldn’t look out of place in a Wes Anderson film.

AIRism was directed by Nick Gordon and promotes the breathable materials used to make the brand’s innerwear. The black-and-white film was shot in Santiago and shows people frozen in motion – including a man running for a train and a woman sipping an iced drink – as sweat evaporates from their bodies.

Distressed Denim was also shot by Gordon and features more dancing, this time at a gas station. The film promotes the brand’s distressed jeans – described as “imperfect yet perfectly at ease” – and shows a man and woman shyly trading glances before heading their separate ways. The soulful soundtrack is provided by brothers Donnie and Joe Emerson.

Each film has its own distinct feel but all three focus on the functionality of Uniqlo’s products with the message “Because of life, we made lifewear”.

The campaign follows Droga5 New York’s philosophical Why Do We Get Dressed? spot for Uniqlo last year and aims to highlight the thoughtfulness that goes into making the brand’s clothing – something John C Jay, president of global creative at Fast Retailing (the company that owns Uniqlo) spoke to CR about last year.

Distressed denim brings to mind some of Levi’s classic ads – particularly Frank Budgen’s spot for the brand’s Twisted jeans – and the new campaign builds on Uniqlo’s history of using dance in its advertising. In 2007, it teamed up with Tokyo company Projector to launch the hugely successful Uniqlock, an interactive website that delivered the time via the medium of dance. It also used dance to promote the reopening of its flagship store in London last year, with a film showing contemporary dancers performing in urban spaces.


Creative director: Devon Hong
Copywriter: Ulrika Karlberg
Production company: Somesuch
DOP: Chris Blauvelt (Wireless Bra) and Evan Prosofsky (AIRism, Distressed Denim)
Producer: James Waters (Wireless Bra) and Chris Harrison (AIRism, Distressed Denim)
Stylist: Nancy Steiner (Wireless Bra) and Lyson Marchessault (Distressed Denim)
Post: MPC
Music: Wireless Bra – Ants by Starcrawler, Distressed Denim – Baby, by Donnie and Joe Emerson, AIRism – Evaporate by William Doyle
Sound design: Will Cohen, String and Tins
Voiceover: Tuppence Middleton

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