FlexX Jeans
EXPRESS • SUMMER 2021
This community-centric campaign showcased a new denim fit technology: FlexX denim, designed to fit 3 numerical sizes in one alpha size pair of jeans. “Bodies change, now your denim flexes with you.”
Instead of using models, we did an open casting call to capture content with customers, associates and fans of the brand. This put the denim on a range of body shapes and solicited authentic reactions to the fit, fabric and quality for a powerful launch leveraging voice of customer and the Express community.
CTV Ad DIRECTED BY CHRIS BORMAN
