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Design Category
Motion graphics, 2002
Design firm
Brand New School (New York, New York)
Collection
(2003) AIGA 365: 24
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This was Mudd Jeans’ first commercial, aired exclusively on MTV. It needed to appeal to teenage girls, and it had to communicate Mudd Jeans’ big variety of washes and textures. We used the technique of shooting a dancing model on green screen and then erasing everything but the jeans. The actual story is told by the backgrounds, which depict a journey from the store through a few fantastic environments to the home bedroom. On this journey, the jeans absorb visual elements from their surroundings. This mix of storybook and dance video seemed to be the perfect solution for the target audience.