To help LEE celebrate its 125th anniversary and to promote its commemorative, limited edition line of +101 denim, we created a digital campaign featuring local creative culture brand ambassadors. The campaign photography was a fun series of cinemagraphic portraits. The series captures intimate portraits of local creatives “at work” in their +101 denim, of which, only 1250 top / bottom sets were produced and released in China. LEE leveraged the cinemagraph series on a the brand social platforms and other digital media outlets. We also created a set of still portraits and product shots for the campaign.