General Pants Co.

District collaborated with Optika Productions to produce a 60-second brand film for General Pants Co. and Afterpay, highlighting their key denim offerings and the Afterpay solution. The film, created for YouTube and flagship stores, aimed to drive brand awareness with a fun, energetic vibe inspired by 90s grunge - think ’95 Basketball Diaries.

Our concept focused on youthful self-expression, following a group of friends breaking into an indoor school basketball court at night to skate and play. Raw and energetic, the film perfectly captured the spirit of General Pants’ target audience; young, bold, and free-spirited.

In addition to the 60-second hero film, we delivered a 30-second version and a series of vertical edits for Instagram Stories. The campaign achieved over 98K video views and 91.3K users recalled the campaign during a 10-day YouTube brand lift study, far surpassing the benchmark of 51.2K.