We decided to free ourselves from K-Pop celebrities and photo studios, to find a different kind of star and a different kind of stage. We partnered with the Korean National Ballet's finest ballerina and ballerino, made the city of Seoul our stage, broke the rules of traditional ballet, and let the dancers shine in denim.

The campaign saw 2.1m views in two months. People spread the word via social media and within less than a week, our video already had more than 100,000 views on YouTube; all of that, only through the power of word of mouth. To top it all off, the featured jeans sold out at record speed becoming the best-selling jeans in the month of April. When the campaign ended, the National Ballet saw the highest attendance in its recorded history, and our original track was requested so many times, we had to put it for sale on Amazon and iTunes.