We were wondering what Joe’s Jeans were cooking up when we saw one of these train car colored denim ads in NYLON Magazine this month, and now we’re privy to the short film campaign, shot by Tao Ruspoli, that follows girls in colored denim and their struggle to pick a pair of jeans amidst so many choices. Sound like your morning routine? Ours too.
The film summary reads as follows:
“In this artistic short, two girls wearing Joe’s colored denim—one in a vibrant color and the other in a softer shade—board a vintage train car. Once in the sleeper car, one passenger opens her suitcase displaying her brightly colored Joe’s skinny jeans. She indecisively picks through her candy colored denim options as her fellow passenger looks on secretly coveting all of the bold color choices.
Exhausted from going through her options, the passenger decides to take a rest amidst a bed of colored denim. The on-looking passenger seizes her opportunity and darts out with as many jeans as she can carry. After a short rest, she awakens tofind her denim missing and takes off in a colorful pursuit.”