For two days, at Tapo Canyon in California, twelve models (six men, six women) were covered with red colour and shot for the new advertising campaign of Wrangler for Spring / Summer 2010: “Red”.

Creation of the advertising group Fred & Farid in Paris and the photographer Jeff Burton, the new campaign celebrates the primitive human urges and Wrangler, the authentic american denim brand, is presented in full momentum. The red colour that dominates the campaign was chosen for what it expresses and symbolises:  warmth, passion, love, strength, vitality, energy, liberation – life.