Alexander Wang X H&M: the advertising film

A line this sporty calls for particularly dynamic advertising, and H&M has come up with just the thing. The new two-minute video opens with a shot of Alexander Wang, who turns on what looks like a high-tech scale model of an unassailable fortress.

Next come the models, warming up in the locker rooms as a booming voice counts down to zero, when they dash off to tackle this same fortress. And things get physical. The models run all over the place, scale walls, snowboard on a weathered wooden plank and sail through the air, while the camera angle gives the viewer a first-person perspective, just like in a video game.  

Raquel Zimmermann, Joan Smalls and Isabeli Fontana are among those seen giving their all in this physically demanding campaign. While the Alexander Wang X H&M line is already one of the most buzzed-about collections of the season, this video is bound to take things to the next level.

Watch the video: youtu.be/CvBNkOFaSZk