Having previously won awards for their interactive websites and campaign imagery, Wrangler is always dependable to delivery something special.
Keep True takes the form of a short movie, broken into chapters, and shot in North Carolina, Wrangler's spiritual home. A couple flees the city to reconnect with nature. Special, timeless moments are highlighted through the use of cinemagraphs - still photographs with tiny, repeating movements.
Each scene of the mini-movie ends and transitions with a cinemagraph: a flapping scarf, a swinging bag, a tiny movement of the head. As the user progresses through the journey, they activate different cinemagraphs using the drag and release mechanic that Wrangler has famously employed in previous campaigns.
The result is a series of beautiful and subtly shifting vignettes that represent the little slices of beauty and tranquility that accompany all our favourite memories.
This emphasis on tiny details is reflected in the FW12 collection, which blends design elements and icons from Wrangler's rich history with denim innovation. As the original denim brand of the outdoors, Wrangler takes inspiration from nature: new denim treatments recreate the textured surfaces of rocks and minerals. Meanwhile, Wrangler's women's jeans line enjoys a full re-launch and a more feminine feel.
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