Jack Wills is UK fashion brand that is really going places thanks to the simple idea of taking the Abercrombie & Fitch template and giving it “fabulously British” spin. When it came to casting for their Autumn/Winter 2010 promo video they didn’t have to look very far. They simply took a bunch of the staff that work behind the tills in their stores, fitted them out in denim and asked them to go nuts. The resulting video does a great job of broadcasting the message that this is a young, vibrant, fun denim brand.