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.