The Arturo Calle Jeans campaign illustrates the process that this fashion brand's denim goes through. By doing so, it educates its audience in a dramatized manner. First, the jeans are dyed, then they are washed and, finally, they are ripped. Each step is depicted through exaggerated scenes of splattered dye, a car wash-like cleaning session and finishing sword-play exercise.
Conceived and executed by Colombia-based ad agency Lowe-SSP3, the Arturo Calle Jeans campaign is basically a set of studio images that stars three different male models. The attention is brought solely onto the jeans, although the bared six packs may distract some.
The Arturo Calle Jeans campaign was art directed by Sebastian Pelaez, Guillermo Siachoque and Camilo Monzon with photography by the Buenavista studio.