Rollercoaster Prod.

ARMEDANGELS

Clara Nebeling

Back of a person in dark jeans, ARMEDANGELS Detox Army campaign
Woman with long dark hair in a white T-shirt, ARMEDANGELS Detox Army
Man in a white T-shirt, ARMEDANGELS Detox Army
Woman with her hands together, ARMEDANGELS Detox Army
Yellow collage reading Weniger Tabus, mehr Tabula Rasa, ARMEDANGELS
Instagram post of a man in a white T-shirt, ARMEDANGELS Detox Army
ARMEDANGELS website banner for the Detox Army campaign
Woman in jeans seen from behind, ARMEDANGELS Detox Army
Woman in a white T-shirt and jeans crouching, ARMEDANGELS
ARMEDANGELS web page reading Weniger Tabus, mehr Tabula Rasa
Text graphic ending Thank you for joining the #DetoxArmy
Jeans next to crossed-out words Pestizide, Schwermetalle, giftige Lösungsmittel, ARMEDANGELS

  • Client

    • ARMEDANGELS

  • Creative agency

    • GOALGIRLS*

  • Creative Director

    • Kaddie Rothe

  • Talent

    • Ronja von Rönne

  • Photographer

    • Clara Nebeling

  • Director

    • Maren Lange

  • Service

    • Concept / Creative Direction

'We're fighting everything toxic.' The 21st century needs a detox: from overconsumption, social media and greed. To follow up on ARMEDANGELS' detox denim campaign 'Touch nothing toxic', we introduced the #detoxarmy. In this digital campaign we asked the protagonists to take a stand before striking a pose. In only three weeks we built the #detoxarmy and took them to the studio. The campaign is entirely built on the things they said in intimate interviews we recorded.