David Jones continues to break the mold and make music videos.
Creativity and energy are the driving forces of David Jones' launch of its A/W 2016 collection, a continuation of the ‘It’s In You’ campaign in collaboration with the Sydney Dance Company.
The brand film by Whybin\TBWA and Maud is set to the Disclosure track “When a Fire Starts to Burn” and stars David Jones ambassadors Montana Cox and Jessica Gomes and international supermodel, Catherine McNeil.
In the 90-second spot, they are on a carousel surrounded by dancers from Sydney Dance Company, wearing coming season’s latest trends from Australian designers.
The retail giant first collaborated with the company last year, featuring dancer Juliette Barton in the #itsinyou campaign, also starring Adam Goodes and Tim Rogers.
Following on from the first edition, the clip mimics the feel of a music video and brings the runway to life with a combination of fashion, dance and music.
The 100% digital campaign, directed by Clemens Habicht, continues David Jones' 12-month strategy to reinvigorate the David Jones brand and ensure its relevance for 18-34 year fashion forward shoppers.