# Sword-Play Denim Ads The Arturo Calle Jeans Campaign Depicts the Brand's Pant Process By Meghan Young | Published 2012-02-28 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/arturo-calle-jeans-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/02/arturo-calle-jeans-dyed-washed-ripped/) & [lowe-ssp3](http://www.lowe-ssp3.com) The Arturo Calle Jeans campaign illustrates the process that this fashion brand's [denim](https://www.trendhunter.com/trends/90sinspired-denim-campaign) 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](https://www.trendhunter.com/trends/alessandro-micheles) that stars three different [male models](https://www.trendhunter.com/trends/tough-guys-soft-sweaters). 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. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 42% | Activity: 62% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **Dramatized Fashion:** Opportunity for fashion brands to use exaggerated visuals and storytelling to educate and engage their audience. - **Process Illustration:** Potential for brands to showcase their production processes through creative and visually appealing campaigns. - **Exaggerated Studio Imagery:** Possibility for ad agencies to create attention-grabbing visuals by utilizing dramatic scenes and exaggerated elements. ### Who This Affects Most - **Fashion:** Fashion brands can leverage dramatized storytelling to captivate consumers and differentiate their products. - **Advertising:** Opportunity for ad agencies to create visually stunning campaigns that attract attention and build brand awareness. - **Photography:** Photography studios can explore new ways of depicting products by incorporating exaggerated visual elements and narratives. ## Related on Trend Hunter - [Cinematic Denim Campaigns](https://www.trendhunter.com/trends/shaboozey-and-matty-matheson.md) - [Intense Elemental-Inspired Sportswear Spots](https://www.trendhunter.com/trends/engineered-for-whatever-ad.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [Sustainable Stonewashed Denim](https://www.trendhunter.com/trends/guess-airwash.md) - [Redefined Masculinity Branding](https://www.trendhunter.com/trends/tough-guys-soft-sweaters.md) - [Poeticized Luxury Fashion Campaigns](https://www.trendhunter.com/trends/salute-the-detail.md) - [Humorous Outdoor Apparel Campaigns](https://www.trendhunter.com/trends/engineered-for-whatever.md) - [K-Pop Star Denim Campaigns](https://www.trendhunter.com/trends/90sinspired-denim-campaign.md) - [Sophisticated Denim Lines](https://www.trendhunter.com/trends/blue-tab.md)