Replay Hyperflex - Product Test / Stretch - (2014) :60 (The Netherlands)

Welcome to the sexy lab, where male and female supermodels in various states of undress test these pants ability to stretch by prancing, bending, dancing, jumping and yes... even twerking under the watchful eye of Doctor Ambrosio. With enough slow motion butt shots to make Oliviero Toscani & Jesus Jeans proud. The goal is to show Hyperflex have 100% elasticity and can handle all your catwalking, streetdancing and picking up papers from the floor activity. A bit of a visual nod to Satisfaction is going on with the bikini ladies fighting over a pair of jeans, a scene which I'm sure some tumblerite somewhere will overanalyze over as it pitches two minorities against each other, or something. All filmed in crisp of the moment colors and up to date fashion.

The Hyperflex collection ad stars Brazilian supermodel Alessandra Ambrosio and include FC Barcelona players Neymar Jr., Luis Suarez, Andres Iniesta, Ivan Rakitic and Gerard Piqué, and Dutch street dancer Timor Steffans. The integrated campaign developed by creative agency 180 Amsterdam, includes an online film, print and OOH activity, as well as campaign images to be launched at REPLAY stores around the world.

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Matteo Sinigaglia, REPLAY CEO, commented: “The Hyperflex range changes the rules of denim and stretches the limits of the manufacturing process. At REPLAY, we are passionately committed to driving innovation and we see Hyperflex as a revolution in stretch denim. Our challenge to 180 Amsterdam was simple. Create a campaign that allows the freshness of the product to shine through, whilst remaining true to the distinctive signature and values of the REPLAY brand.”


Al Moseley, President and Chief Creative Officer, 180 Amsterdam, commented: “Replay's Hyperflex is a revolution in denim. Our task was to stretch it to the limits. The tests we put it through were extraordinary. The outcome, as people will see, is truly remarkable.”

REPLAY - Fashion Box S.p.A.
CEO - Matteo Sinigaglia
Benelux Managing Director - Art Zuyderwijk
Communication Director - Lorenza De Mattia
Head of Digital - Fabrizio Consoli

180 Amsterdam
President and Chief Creative Officer – Al Moseley
Managing Director - Stephen Corlett
Creative Director - Martin Terhart
Copywriter - Martin Beswick
Art Director - Stephane Lecoq
Producer – Kate Pirouet
Planning Director - Jonas Vail
Brand Director - Emma Holland
Account Director – Nicole Scopes

Production credits
Production Company - Bold Productions
Producer – Robert Godbold
Director – Justin Anderson
D.O.P. – Simon Chaudoir
Editor – Sam Gunn
Edit Company – The White House
Music – Adelphoi
Sound Design – Angell Sound
Post-Production – Rewind FX
Additional production - Smile Barcelona