Our ‘Move your Lee’ campaign has one thing beating constantly at its heart : Movement. It suggests that while fit is always important, being able to exploit this fit through your movement and expression is the real reason we buy a quality pair of Jeans.

When casting the campaign video (shot on location in New York by director Arnaud Uyttenhove) we searched for true movers; creative and artistic types who encapsulated the campaign philosophy. All the people it features appreciate the importance of style, yet know that it means nothing without the freedom of movement and comfort to convey emotion.

Previous project See all works Next project