FILM
Nothing is like the original
Liu-Jo is the Italian fashion brand that invented and introduced the category-defining ‘Bottom-Up’ jeans. As competitors started to copy them over the years, they needed to re-establish their leadership.
How?
By claiming the original icon status, cutting pretenders out.
- Role CD | Writer
- For Liu-Jo
- Agency KleinRusso | Italy
- Art Director Pietro Mandelli
- ECD Fabrizio Russo