Uniqlo / Independent concept ad
Le confort a de la tenue.
Fashion & comfort
27 s / 9:16
A fashion shoot. A living room behind the backdrop.
A very serious photo shoot: warm paper backdrops, flashes, a camera circling her. She changes pose while barely moving, and each pose looks a little more like an evening on the sofa. Then the backdrop rises on her living room.
Take sweatpants out of the “lounge only” box. Camera moves and poses show the volume, the straight leg and the drape of the fabric, in warm tones that keep the garment’s true colours.
Inside the creative choices
What shapes
this film.
An independent creation exploring an advertising idea.
The creative challenge
Show that sweatpants can be worn dressed up, without giving up comfort.
Production choices
- A mock fashion shoot: warm paper backdrops, gelled lights, a camera circling the character.
- Poses that get more and more “sofa” while keeping their poise, to show the volume, the straight leg and the drape of the trousers.
- A twist: the backdrop rises on her living room, then a product shot of the trousers and the PIRAXE signature.
- The featured film
- A 27-second portrait film in 9:16, cut to music by Couperin and closing on a product shot.
- Project context
- An independent creation, not commissioned by Uniqlo.
About the film & credits
An independent demonstration film (spec ad). This film was not commissioned by, or produced in partnership with Uniqlo.
A very serious photo shoot: warm paper backdrops, flashes, a camera circling her. She changes pose while barely moving, and each pose looks a little more like an evening on the sofa. Then the backdrop rises on her living room.
Music: Le Tic-Toc-Choc · François Couperin, performed by Marcelle Meyer (1954). Excerpt re-edited for this film.
Imagery and visual production by PIRAXE using AI creative tools.
