Replay's Hyperflex+ film has Neymar and Ratajkowski fighting stiff-jeans zombies

Launch the Hyperflex+ range — enhanced 100% elasticity, super recovery and three-dimensional flexibility in threads running vertical, horizontal and oblique — as the next chapter of a project as focused on entertainment as on traditional marketing.

A post-apocalyptic world ruled by 'stiff jeans zombies', where Neymar Jr and Emily Ratajkowski flex kung-fu in Hyperflex+ to bring style back to the streets.

Shot beneath the iconic Stade de France in Paris by director Romain Chassaing with Solab and Mathematic Studio, the film mixes live action with animation inspired by graphic novels, anime and manga, supported by a worldwide retail campaign across outdoor, print, digital and social from October 2018.

A music-video-style launch film and retail campaign carried Hyperflex+ onto retail, wholesale and online channels (replayjeans.com) from October 2018, continuing Replay's entertainment-first Hyper series with 180 Kingsday.

In October 2018, Italian denim brand Replay launched its Hyperflex+ range — billed as the first fully flexible 3D super denim — with a music video-style film mixing live action and anime, starring Neymar Jr and Emily Ratajkowski battling the 'stiff jeans zombies'.

Shot beneath the iconic Stade de France in Paris, the film from creative agency 180 Kingsday takes viewers on a rollercoaster ride into a new dimension: a post-apocalyptic future world where uptight stiff jeans zombies rule the streets, until the Brazilian footballer and the model-actress flex their kung-fu skills in their Hyperflex+ jeans and bring style back to the streets. The visual language borrows from graphic novels, anime and manga.

The product story was engineered into the drama: enhanced 100% elasticity, super recovery and superior comfort, made from an innovative mix of special fibres giving three-dimensional flexibility in threads running vertical, horizontal and oblique, with a 'recovery power' feature that stands the test of time.

The campaign was the latest in a series for the Hyper range of stretchy denim from 180 Kingsday, a project as much focused on entertainment as traditional marketing. The jeans hit retail, wholesale and online channels from October 2018, backed by a worldwide communication campaign across outdoor, print, digital and social media.

Flexibility is invisible in a still photo, so the idea literalised it: the stiff jeans are the zombies, and freedom of movement is the weapon.

Casting a global footballer and a film-world star gave the denim a fanbase beyond fashion and a reason for entertainment-length viewing.

Anime and manga references matched the visual grammar of the gaming-generation audience Replay wanted in its stores.

Shooting under the Stade de France gave the apocalypse a monumental, recognisable set at low narrative cost.

Turn the product's enemy — stiff denim — into literal villains, and the fabric spec becomes the plot: only jeans that flex can win the fight.

The Hyperflex+ collection launched on retail, wholesale and online channels from October 2018, with the film and worldwide outdoor, print, digital and social campaign extending Replay's Hyper series of entertainment-led launches with 180 Kingsday.