"To be honest, Berghaus gave me full creative control, which was extremely brave, and I genuinely couldn't believe it," Kitson told The Drum. "It's so refreshing for a brand to do that these days, but I think that's what is going to get cut through now. You have to be unexpected; people's attention spans are pretty fucked nowadays and the only way to compete is by doing stuff you don't see elsewhere and that pushes things on."
Overlaying the audio with a mixture of colorful visuals that include both 'real' footage of fashionable models and then rendering them with AI has resulted in a super trippy spot.
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