Uniqlo "Because of life" by Droga5 London

Droga5 London has created a global campaign for Uniqlo under the banner "Because of life, we made LifeWear", to promote the brand's quest to create clothes that make life better.

The campaign, which is the first work by Droga5 London for Uniqlo, features three ads: "Wireless bra", "AIRism", and "Distressed denim". The films answer the question posed by the "Why do we get dressed?" work from Droga5 New York last year by showcasing the thought that goes into the clothes. 

"Wireless bra", directed by Autumn de Wilde through Somesuch, shows women performing unusual dance moves to challenge stereotypes of feminine movements. "AIRism", shot in the streets of Santiago by director Nick Gordon, captures images of people going about everyday activities, with perspiration evaporating from their bodies.  "Distressed denim", also shot by Nick Gordon, captures two people in a chance romantic encounter at a remote gas station. 

Credits

Agency
Chief creative officer
Executive creative directors
Creative director
Copywriter
Group account director
Account directors
Senior strategy director
Director ("Wireless bra")
Director ("Denim" and "Airism")
Production company
Producer ("Wireless bra")
Producer ("Denim" and "Airism")
DoP ("Wireless bra")
DoP ("Denim" and "Airism")
Choreographer
Stylist ("Wireless bra")
Stylist ("Denim")
Editor ("Wireless bra")
Editor ("Denim")
Editor ("Airism")
Post production
MPC
VFX
MPC
VFX producer
2D supervisor
Grade
MPC
Music ("Wireless bra")
Music ("Airism")
English VO artist

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