Dante Ariola of MJZ directed this spot which is part of the “I”MPERFECT” campaign from agency Translation which celebrates the diversity of people and pushes back against the “one size fits all” mindset.
Tying into all this is American Eagle Outfitters’ “democratization of denim,” offering 22 fits, 81 washes and 84 sizes–representing some 1,500-plus options–to fit any person and personality. This :60 shows people of all kinds coming together. (“Portraits” was shot during a four-day shoot on location in the Mojave Desert.) They join to form a message which is revealed in an aerial shot. Like all elements of the campaign (print, posters, digital banners, this spot is anchored by the tagline, “My Imperfections Make the Perfect Me,” as well as the “I’MPERFECT” brand mantra.
Credits
Client American Eagle Outfitters Agency Translation John Norman, chief creative officer; Jay Berry, Marc d’Avignon, executive creative directors; Betsy Decker, creative director, copywriter; Ben Carter, creative director/art director; Miriam Franklin, director of content production; Liz Graves, producer; Nick Pacelli, music supervisor. Production MJZ Dante Ariola, director; Greig Fraser, DP; Scott Howard, exec producer; Natalie Hill, line producer. Editorial NO6 Andrea MacArthur, editor; Kyle Whitmore, assistant editor; Crissy DeSimone, post exec producer; Kendra Desai, post producer. Visual Effects The Mill LA Chris “Badger” Knight, VFX artist; Jo Arghiris, VFX exec producer; Leighton Greer, VFX producer. Audio Post Eleven Jeff Payne, mixer; Suzanne Hollingshead, exec producer; Dawn Redmann, producer. Music “Feeling Good” Remake Composed and Arranged by Ariel R. A Heavy Duty Music /Mad Decent Production; Josh Kessler, exec producer; Daniel Nigro, producer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
