Out with the new, in with the old (trousers)

This refreshing film created by The Family Amsterdam and directed by Paul Geusebroek, through HALAL, shows the beauty of the ageing process in both people and in a pair of jeans. 

Titled Wear Your Denim Till the End, the meticulously crafted film parallels the gradual wear and tear of jeans with the ageing process of a man, with the central character appearing to walk through time as the seasons change, maturing as he goes.  

The convincing ageing process was the result of a collaboration between post-house Ambassadors and AI specialist Revel.ai, using deep-fake technology to show a person at different stages of their life. This involved physically capturing multiple facial expressions, then filming the actor from all angles with a multi-camera set-up.

The team at Ambassadors further integrated each aged and de-aged version of the protagonist into the film by transferring the subtlety of human expression from one face to another, removing lines, augmenting certain parts, and completely reshaping heads when necessary.

The RAW Responsibility strategy boasts eight new initiatives: from a brand-new transparency tool on their web shop, to efforts to extend the life of their garments through repairing, reusing or recycling. The brand is also aiming to use solely organic, recycled, bio-based and compostable materials by 2030 at the latest.