When Westside’s youth brand Nuon launched NuoFlexx, a denim range with super-stretch fabric that felt like a second skin, the brief was simple: make stretch the story.

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We answered with a poetry-led manifesto film that urged people to move. Directed by Reema Sengupta and photographed by Avinash Jai Singh, the campaign blended slam poetry with the raw energy of three performers: Sucuri (capoeira artist), Noel (ballet dancer), and Svetana (dancer & kickboxer), pushing their limits and proving that these denims could stretch as far as your passion takes you.

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The result was a stylish, youth-first campaign that cut across TV, outdoor, and digital, sparking organic PR through our performers and driving a sharp lift in denim sales.