French Connection use memorable, quirky videos to advertise a new item to their store. Most films include one camera angle for example the table tennis short film cropping the heads of the models to allow the eye to focus on the movement of the clothes themselves. This theme also runs through the "I Am The Jumper" removing the head from the film to allow the focus of the form of the jumper while incorporating funny clips related to the storyline of the short film.
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