THE CHALLENGE
Jockey is one of India's most trusted underwear brands. But for Gen Z, trust alone isn't exciting. To many young men, Jockey was their dad's brand, not one they'd show off.
The goal was to change that. Pop Colour brought bold prints, a statement waistband and a new feeling.
Before
»It's what my dad buys.«
Goal
»That feels like me.«
THE CONCEPT
Insight:
Gen Z doesn't respond to product claims. They respond to culture. And anime isn't a niche for them, it's their visual language. They love to escape from the real into surreal worlds, because online, they can be anyone. But the first seconds decide everything. If nothing relevant happens, they're gone.
Idea:
We packaged the campaign like a music video: beat-driven, fast cuts, packed with surprises. At its heart is a transformation. Real guys break out of reality into a surreal anime world. When you feel comfortable in your own skin, you can become anything.
Comfort as the foundation of self-expression. PLAY IT LOUD.
My approach
»Don’t make an ad. Speak the culture they already live in.«
THE PROCESS
Talking to the audience:
I'm a German woman, not a 20-year-old from Mumbai. So I built an AI persona of the target group and interviewed it. What do they listen to? What feels fake to them? What would make them stop scrolling? I tested ideas, language and references until the answers started to surprise me.
Seeing it before shooting it:
Before anyone stepped on set, the whole film existed as AI visuals. Looks, characters, transformations, key moments. Every idea could be seen, discussed and changed while it was still cheap to change. The client approved images, not imagination.
Why hybrid?
Jockey's policy is clear: real people, real bodies, shot for real. That's not a restriction, it's the core of the brand. Trust comes from what's real. So we drew a clear line:
> Real world: shot live with real guys, no AI models. That's where the product lives.
> Surreal world: fully AI, creating worlds no set could build.
Real where it builds trust. AI where it creates magic.
On set:
A classic production in Cape Town. Three models cast for the campaign, with full styling, director Fabrizio Narcisi, DOP and photographer Nadja von Scotti on set. Everything was shot for real: the moves, the energy, the product on real bodies.
This footage became the base for the surreal world. Each model was transformed into their own anime character, built from their real performance. Same face, same moves, a new world.
// Campaign: one idea across film, reels and billboards, all pushing in one direction.
3
Models cast
2
Shoot days
3
AI characters
30+
Assets delivered
THE EXECUTION
HERO FILM
SOCIAL MEDIA REELS
BILLBOARDS
THE RESULT
What success looks like
»I didn't know Jockey did this.«
Jockey's first hybrid production, combining live action and AI. One idea, built into a full campaign: a hero film, native social reels and large-format billboards across India. All in one bold, unmistakable look.
WHAT THEY SAY
Der Clarity Check mit Nadine macht seinem Namen alle Ehre! Wir haben Klarheit über unsere Situation bekommen und einen starken Vorschlag für die nächsten Schritte! Los geht’s!
Nadine is an exceptional creative partner who combines strategic thinking with outstanding creative execution. Her collaborative approach, openness to innovation, and ability to push ideas further helped us deliver work that was both distinctive and effective. Beyond her talent, she is thoughtful, reliable, and a pleasure to work with. I highly recommend Nadine to any team looking for a creative leader who can turn ambitious ideas into impactful results.
»I really enjoyed working with Nadine. Her dry and direct approach showed strength and conviction, which gave the client confidence and ultimately saved time. It was easy to work with her and great how we were able to collaborate. A real team effort with great energy and team spirit.«
»Nadines Arbeit ist geprägt von der Fähigkeit Marken, Produkte und Zielgruppen im Kern zu verstehen, aufzugreifen und darauf aufbauend kreative Konzepte zu entwickeln. Eine kreativ treibende Kraft wie Nadine an seiner Seite zu haben, bedeutet stets arbeiten auf Augenhöhe und gemeinsam ans Ziel, egal bei welcher Wetterlage.«
»In 2025 I had the opportunity to benefit from Nadine’s extraordinary creative mindset while preparing for Panasonic’s first AI generated content campaign. No matter which challenges the project presented to the team – Nadine presented new interesting angles to our storytelling and creative approach.«
»Ich habe mit Nadine an einem KI-Projekt gearbeitet. Sie war schnell, zuverlässig und hatte immer ein super Auge fürs Detail. Sie bringt immer Kreativität und Klarheit zusammen. Immer freundlich, immer mit dem Anspruch, das Ergebnis noch besser zu machen.«
Why this matters for brands:
// AI helps you understand an audience you're not part of, fast and deep.
// The brand stays in control. Human-led from brief to final cut.
Client Jockey India ++ Production Cool Banana Productions ++ Producer Marc Beresford ++ Director Fabrizio Narcisi ++ Photographer Nadja von Scotti ++ Reels Filming & Editing William Mulders & Bradley Ho Tong ++ Creative Direction & AI Concept Nadine Brase
