Film Craft > Production

GET SMOOOTH AGAIN

NORD DDB, Stockholm / KLARNA / 2022

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Film

Overview

Credits

Overview

Write a short summary of what happens in the film.

As the world emerges from the pandemic, people are adjusting to switching their sweatpants for real pants – fashion icon A$AP Rocky included.

"Get Smoooth Again" follows Rocky as he emerges from quarantine when New York announces its reopening. We see him stepping out on the bubbly streets of New York, wearing a bathrobe, dirty t-shirt, boxer shorts and worn-down slippers to re-stock on potato chips.

While everyone else is dressed to impress, the rapper looks misplaced in his lockdown look as he walks over to the corner shop. Once there, he goes on to have a shopping experience that immediately switches up his look into a smoooth suit, while a new, unreleased A$AP Rocky track starts playing on the store radio. The spot ends with a cameo from another style icon, UK rapper Skepta, who enters the shop in his lockdown look.

Cultural / Context information for the jury

Sweat pants, dirty t-shirts and worn-down slippers. Needless to say, the pandemic has had a terrible impact on the way we dress.

To mark Klarna’s shift from a smoooth payment provider to a smoooth shopping platform, we launched "Get Smoooth Again," a global campaign aimed to inspire consumers to rediscover their sense of style, post-pandemic.

After spending almost two years in fashion hibernation and lockdown looks, the world is finally emerging from the pandemic. People are adjusting to switching their sweatpants for real pants – famed rapper and fashion icon A$AP Rocky included. So, who better to encourage people to drop their lockdown looks than A$AP Rocky, a huge global trendsetter and fashion tastemaker.

Tell the jury anything relevant about the cinematography.

Visually, the campaign is a mashup of Klarna's and A$AP Rocky's worlds and includes a bunch of visual cues and easter eggs that reference both.

We placed the film in A$AP Rocky's hometown of Harlem, New York, and were inspired by the pop culture he grew up with in the 90s, which also set the mood for the art direction, production design, direction and cinematography.

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