Last year in Austin, we shot a commercial for Stayhard - a Swedish online store for men’s fashion. In the film, we follow Max who in a confused and surreal state is doing everything in his power to find his favorite pants.

Stayhard's target audience are not fashion freaks, they're regular guys who love clothes and style.

Stayhard wanted to show them that they know how it feels to love a garment. A favorite garment is not only a fashionable detail, but an expression of one's individuality and personal style. In the commercial we wanted to honor the love that one can feel for a piece of clothing, in a weird and humoristic way.

Advertising agency: Dear Friends & Shout Production company: BZE in collaboration with Bad HERØ Productions. Regi: Kalle Breitholtz & Martin Åkerhage