{"id":3774,"date":"2026-09-07T12:06:39","date_gmt":"2026-06-02T09:19:16","guid":{"rendered":"https:\/\/nadinebrase.de\/?post_type=pile_portfolio&p=3774"},"modified":"2026-11-02T16:06:37","modified_gmt":"2026-11-02T16:06:37","slug":"not-your-dads-jockey","status":"publish","type":"pile_portfolio","link":"https:\/\/nadinebrase.de\/index.php\/pile_portfolio\/not-your-dads-jockey\/","title":{"rendered":"Not your dad\u2019s Jockey"},"content":{"rendered":"

THE CHALLENGE<\/h2>\n

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.<\/p>\n

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Before<\/span><\/p>\n

\u00bbIt’s what my dad buys.\u00ab<\/p>\n<\/blockquote>\n

Goal<\/span><\/p>\n

\u00bbThat feels like me.\u00ab<\/p>\n<\/blockquote>

Based on the Jockey brief<\/figcaption><\/figure>\n

THE CONCEPT<\/h2>\n

Insight:<\/strong><\/em> 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:<\/strong><\/em> 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.<\/strong><\/p>\n

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My approach<\/span><\/p>\n

\u00bbDon\u2019t make an ad. Speak the culture they already live in.\u00ab<\/p>\n<\/blockquote>\n<\/section>\n

THE PROCESS<\/h2>\n

Talking to the audience:<\/strong><\/em> 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:<\/strong><\/em> 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?<\/strong><\/em> 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: ><\/strong> Real world: shot live with real guys, no AI models. That’s where the product lives. ><\/strong> Surreal world: fully AI, creating worlds no set could build. Real where it builds trust. AI where it creates magic.<\/strong>

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3<\/p>\n

Models cast<\/span><\/div>\n

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2<\/p>\n

Shoot days <\/span><\/div>\n

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3<\/p>\n

AI characters<\/span><\/div>\n

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30+<\/p>\n

Assets delivered<\/span><\/div>\n<\/div>\n

THE EXECUTION<\/h2>\n

HERO FILM<\/strong><\/em><\/p>\n

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