THE CHALLENGE
Draft wanted to capture the brand's irreverent spirit: jeans as pure attitude, confidence, and possibility. The challenge was to create a film that didn't feel like typical fashion advertising but instead embodied the feeling that when you're in Draft, you can be anything and get away with everything.
 
THE STRATEGY
I conceived a bold, playful narrative about a woman who robs a bank, outruns the police, slips into an acting audition, and helps her co-star nail the part. The concept was simple: Draft isn't about fitting in. It's about owning the moment, whatever that moment is. The film would be fast, stylish, and unapologetically audacious, capturing the brand's energy without taking itself too seriously.
 
MY ROLE
I developed the concept, wrote the script, and directed the film. The goal was to create a piece that felt cinematic and unexpected, using tension, humor, and style to communicate the brand's personality without ever needing to explain it.
 
THE IMPACT
The film established Draft's visual and tonal identity as a brand that celebrates confidence, irreverence, and the idea that jeans aren't just clothing but a statement of attitude. It demonstrated that fashion advertising doesn't need to be precious to be powerful.