British model Daisy Lowe fronted a short film from American Eagle Outfitters to signify its arrival in the UK last month.
Directed by Joshua Stocker, the 60-second clip features Lowe running through the streets at night, shedding her leather jacket and transforming into an eagle herself. The soundtrack is by Blonde Redhead.
A behind-the-scenes video accompanied (as below), showing certain moments from the film as it was created, including – like something from film Black Swan – the hundreds of feathers being applied to Lowe’s arms.
The campaign ran with the tagline “The Eagle has landed”, as the brand introduced three stores at Westfield London, Westfield Stratford and Bluewater.
American Eagle is also pushing regional versions of all its social channels. There’s @AEO_UK on Twitter and Instagram, as well as a dedicated UK Facebook page. The hashtag being pushed is #AEOStyleUK.