Models posing in clothes? That's boring. That's so yesterday. SOoooo passé. How about we put our clothes on stuntmen and then set them on fire! Throw them off rooftops! Let them walk toward explosions!
You can not argue that these images aren't dynamic as hell though, so the concept is fire. As well as depicting fire. And explosions. And breaking glass, and blood. And more explosions.
Ad agency: Fred & Farid, Shanghai
Creative Directors: Fred & Farid
Creative team: Juliette Lavoix, Céline Moeur
Photographer: Cass Bird