September 10, 2010
Lee Jeans dares people to “Own the Moment” with its new campaign photographed by Tom Corbett. On display now all over China and the Asia Pacific, the campaign shows fearless youths leaping over great heights, running through the rain, and jumping into crowds. Taiwanese actor Ethan Ruan, or Ruan Jing Tian (阮經天), stars exclusively in the Chinese campaign. The entire campaign was shot in Taipei, Taiwan over various locations in studio, on the street, and in a music club.
Corbett shot continuously for a week, directing Ruan and the models through stunts and multiple care-free scenarios. Says Corbett on working with Ruan, “We had Ruan jumping off ledges and flying through the air into crash mats – he’ll do anything! He’s an amazing performer that put the models to shame. He could do the most crazy things while keeping a great face without grimacing.”