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Lynx’s bodyspray gives young chaps inner confidence as sweating is the last thing on their mind. So we reimagined AJ as a beltmaker who fashioned belts for these everyday champions. They’re the ones who get back up after every faceplant and try again, or the ones who stay up all night to defeat the online overlord. The idea was called ‘The Lynx Gold Brotherhood’ where Anthony inspired everyone to find their inner champion no matter what they do.
All in-film elements were conceptualised by myself including: 5 different belts that had brass panels acid etched with unique designs. A suite of monitor graphics so he could track his belts. A blueprint map that Anthony followed to create his masterpieces and a moulded stamp to seal his boxes for delivery. All the components were wrapped up in an artisanal workshop with retro delivery van. So remember no matter what you excel at, there’s a belt waiting for you.
Team credit: Adam Thompson & Graham Ensor
Director: Paco Cruz
