For the F/W 12 offering, Wrangler returns to North Carolina, the birthplace and spiritual home of the iconic denim brand. Reconnecting with its roots, Wrangler shifts from city to the wild outdoors to shoot its latest interactive showcase for the brand’s “Keep True” campaign.
Continuing with their award-winning formula of interactive websites and stunning campaign imagery, Wrangler embarks on yet another innovative project for their F/W 12 collection. Once again, Wrangler tapped digital producers, Stinkdigital and director Arno Salters, the dream-team behind Wrangler’s award-winning “Get Your Edge Back“ campaign for S/S 12.
A slower and subtler affair than last season, “Keep True” takes the form of a short movie, broken into chapters. A couple flees the city to reconnect with nature. Special, timeless moments are highlighted through the use of cinemagraphs – still photographs with tiny, repeating movements. As the user progresses through the journey, they activate different cinema graphs using the drag and release mechanic that Wrangler has famously employed in previous campaigns. The result is a series of beautiful and subtly shifting vignettes that represent the little slices of beauty and tranquility that accompany all our favorite memories.
In line with this launch, the brand also released a short film reflecting Wrangler’s humble beginnings as the original denim brand of the outdoors. At the heart of the piece is narrative of Thomas Keith, a one-time Salem County D.A. who returned to the Black River where he grew up. His love of the outdoors, free from the trappings of urban life, inspired the making of Wrangler’s seasonal campaign.