General Pants Co. & Afterpay

Create a youthful, energetic brand film showcasing denim

The brief

General Pants Co., a leading Australian fashion retailer, needed a 60 second brand film showcasing their key denim offerings and the Afterpay solution available to buy them.

The content would be delivered online and in flagship stores, with YouTube the primary distribution channel.

The work

Genero Creator James Tyrell submitted a concept which focussed on youthful self expression. The film sees a group of friends break into an indoor school basketball court. It’s raw and energetic with a hint of grunge, resonating with General Pants’ target market of young-blooded individuals.

The General Pants’ team received a suite of revised assets as well as the 60” hero film, including a 30” version and selection of vertical edits for Instagram Stories.

Instagram story
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Instagram story
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60” hero film
30” version