Against The Current
ModCloth
Integrated Campaign, Art Film

For Spring 2019, ModCloth launched "Against the Current," a campaign that celebrates those who live and dress on their terms.

The campaign featured four well-known women battling the elements as a metaphor for the struggles they had to overcome to achieve their goals and accept their success.

At the center of the campaign is a film called "Four Walks," a four-minute documentary about the journeys through the life of four uncompromising women: Awkwafina, Dascha Polanco, Halsey, and Hari Nef.

Rapper and actor Awkwafina faces gale-force winds during which she explores how her stage persona has allowed her to surpass expectations.

Singer Halsey endures a storm while contending with tabloids.

Actor Dascha Polanco (Orange Is the New Black, Russian Doll) walks through fire on a city street as she recounts what it meant to undertake young motherhood.

Actor and model Hari Nef (You), frees herself from a deep hole with her bare hands while talking about how she withstood and overcame unkind commentary on her looks.

Directed by Alex Prager and scored with an original orchestral suite by Ali Helnwein, these individual micro-documentaries expand beyond “Four Walks” and seek to contextualize Modcloth's fashion and empowerment of personal expression in the face of societal expectations.

Strategy
Brand Platform
Creative Direction
Talent Curation

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