Denim brand Zoomp heats it up for spring 2011. The campaign photographed by Fernando Mazza features long-haired topless models set in dark corridors and abandoned rooms engulfed by steam. Models Monique Sandrelly, Diego Zang, Jessica Bronitzki and Roberto Michels perfectly portray the heat-stroked clan in the top-selling Brazilian Jeans.
With this campaign, the Zoomp brand may have found the edge it needs to break into the North American and UK denim market.
Implications - Marketers often employ smoke machines for campaigns in order to evoke a more dream-like, escapist feel to their visuals. Consumers gravitate towards escapist materials because they utilize it as a source of stress relief. The allure of mysterious imagery has yet to fade due to the increasing consumer need to fantasize a life away from the mundane, post-recession work force.
Stats for Steamy Denim Photoshoots
Trending: Older & Warm
Research: 4,421 clicks in 292 w
Interest: > 3 minutes
Concept: Zoomp Brand May Have Found The Edge
Related: 90 examples / 69 photos
Segment: Neutral, 18-35
Comparison Set: 33 similar articles, including: denim dream shoots, dangerously seductive denim, and striped topless photography.
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