Deadly Denim – The Darker Side of Firetrap

Deadly Denim - The Darker Side of Firetrap

Deadly Denim - The Darker Side of FiretrapThe ad campaign which went live on Halloween, was directed by Ian Pons Jewell, whose credits include the short horror film ¼” and the acclaimed Naughty Boy music video ‘La La La’. The minute long promo is a doom ladened homage to classic and modern horror movies that creates an atmosphere rather than shoving the clothing down the throat of the viewer.
John Yorke, Creative Director of the company behind the campaign Fold7, comments: “Horror is a tricky genre to convey in advertising and it’s rare that there is the opportunity to explore the ‘dark arts’ in a commercial context, so it was a really interesting creative challenge for us. We had a lot of fun and a few frights making this ad.” Alicia Adcock, Firetrap’s Brand manager, explained “Firetrap has great heritage and our challenge was to enhance the edgy, urban personality of the brand. Fold7 and the director have done a fantastic job in interpreting our brief, we’re really pleased with how this has turned out.” The ad was designed to appeal to those of a darker disposition of all ages, and position Firetrap as the company that understands their sensibilities, succeeding in those goals entirely.


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