Making of Lemax Break Free campaign part 10

Lemax Jeans launches itself in a brand new avatar. Based on its core philosophy of guts, wit, passion and self belief, it weaves its future with the line "Break Free" and the cheeky extension "We cover your ass in style". The brand has shot its new "Break Free" campaign series at Leh, Ladakh. Shot by the renowned Australian fashion photographer Darren Centofanti, using the amazing Leica S2 camera, the campaign is the brain child of Rasters Media Integrated, the advertising partner for Lemax Jeans. It covers a man's metaphorical and real journey on a bike, and how he relates to life through the journey. Shot as a series of 12 photographs, the campaign drives you to break free. The ace photographer was so delighted with the visual challenge of this rather special shoot that he procured the new Leica S2 in Australia which he was planning to pick up by the year end. He was deeply convinced that if there was a shoot to test the new camera, this was the perfect opportunity and Leh, Ladakh the ideal setting. What also makes this campaign extra special is the fact that the entire crew was there during the flash floods at Leh on August 5th 2010. It was a traumatic, moving and very personal experience for all those involved. The brand is also involving itself in relief operations at Leh and committed to long term sustainable relief work in the trouble hit areas of Ladakh. Lemax currently has its flagship store at Mantri Square, Bengaluru and draws quite a few eyeballs. The brand is ...

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