The spot is fun and light, following the busy woman as she moves through her day-to-day life with effortless style.
Alongside the ad’s playful and motivating track, there are moments of subtle statement laced throughout the film, communicating the ideals of a more forward-thinking lifestyle. The overarching message is one of general acceptance and the promotion of just being yourself, whilst showcasing the latest heritage jeans by design-duo Calvin Rucker in the process.
The soft grade, led by Mill Colourist James Bamford, helps to keep the warm, weightless feel throughout.
Mill 2D Artist George Rockliffe comments; 'adam&eveDDB came to us with a really fresh-feeling film for John Lewis' SS17 fashion launch. It was packed with character and a huge colour palette; the Telecine guys were able to bring the picture to life with a really beautiful grade. Then in 2D, we added to this visual by replacing some of the dramatic skylines over LA, and implementing some cosmetic clean up work throughout. The final film really buzzes with a spring of the season, and was a great piece to work across.'
Head of Integrated Production: Matt Craigie Atherton
Executive Creative Director: Rick Brim
Creatives: Selma Ahmed, Genevieve De Rohan Wilner
Account Director: Caroline Grayson
Stills Producer: Amy Coomber Creative Director Stills: Becky Smith
Production Company: Stink
Director: Samy Mosher
President: Daniel Bergman
Producer: Josh Barwick
Director of Photography: Jackson Hunt
Editing Company: Final Cut
Editor: Dan Sherwin
Producer: Laura Harris
VFX & Design
VFX Company: The Mill
Executive Producer: Alex Fitzgerald
Production Assistant: Rosalien van der Bom
2D Lead Artist: Joseph Tang
2D Artists: George Rockliffe, Ed Poulson, Gavin Marler, Adam Maynard, Richard Payne