A Summit Built Of Jeans

Pune was hosting one of the bigger superbike festivals in the country — three days of glamour and testosterone. Jack & Jones challenged us to create a visual extravaganza that could stand out despite the roaring, flashing superbikes.

The lightbulb moment: a huge mountain made entirely of actual J&J denims, which the audience could climb for a bird’s-eye view of the festival — with cameras mounted on top for the shot.

Highlights — Turned JACK&JONES’ fearless attitude into a crowd-pulling experience, with every climb bringing the brand to life.