Campaign India Team
Nov 25, 2019

Flying Machine defies gravity, helps group of friends land on the moon

Watch the film conceptualised by Dentsu here

Flying Machine has rolled out the second film for its range of F-Lite denims. This film follows the collaboration with South African freestyle champion Justone Du Plessis
Conceptualised by Dentsu India, the film shows a group of friends jumping from a rooftop. The light weight jeans make them defy gravity though and they end up landing on the moon.
Alok Dubey, CEO - lifestyle brands division, Arvind Lifestyle Brands, said, “Yes, denim is a serious business for us. But why should it be so serious for our customers - thus, this light-hearted take on what it means to wear a lightweight denim.”
Malvika Mehra, CCO, Dentsu India, said, “In this new set of films for ‘light weight denim’, we’ve taken a leap of faith. What happens when zero gravity dates denim? You get a really cool collection like F-Lite. After the success of ‘split’, we are hopeful that these fun films fly for us.” 
Along with this film the campaign also consists of short films running on Instagram. 
Creative agency - Dentsu Network Advertising
CCO: Malvika Mehra
Senior CD - art: Mark Flory
Creative director - art: Vimalkirti Deshmukh
Creative director - copy: Madhumita Chaudhury
EVP: Samrat Chengapa
Account director: Manoj Rajpurohit
Account supervisor: Divya R
Account executive: Sahil Pradeep
Films producer: Shernaza Rasul
Production house: Mindblowing Productions, SA
Director: Shamiel Soni
Producer: Javed Aboobaker
VFX Supervisor: Nemal Gelbert
Campaign India

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