Deadly Denim


Firetrap is renowned for its innovative and contemporary urban fashion collections. To reassert its ‘edgy’ positioning in the market and attract a new audience, the brand was in need of a relaunch.


We collaborated with British director Ian Pons Jewell, whose credits include the acclaimed Naughty Boy music video ‘La La La’, to create a spine-chilling TVC; highlighting the brand’s darker side with a ‘Deadly Denim’ twist. We developed creative that would breathe new life into the brand with its denim-focused roots, and attract a new generation of consumers. In the ad, which went live to coincide with Halloween, a woman in a trance-like state controls machinery to craft a pair of jeans, which she later conjures up a man to wear using dark arts. By adopting a high-tech stop frame animation technique, we were able to fixate on the darker side of the Firetrap brand.


Alongside a wider marketing campaign, an event was held in east London to launch the ad where an exclusive director’s cut was revealed. The TVC has received over 1.5 million views on YouTube and was shortlisted in The Drum’s 2014 Halloween themed Creative Showcase.

quote “Firetrap has great heritage and our challenge was to enhance the edgy, urban personality of the brand. Fold7 and the director have done a fantastic job in interpreting our brief.” Source: Alicia Adcock, Brand Manager, Firetrap