Title	DENIM
Brand	H&M
Product/Service	H&M
Category	A03. Casting
Entrant	NEW LAND Stockholm, SWEDEN
Idea Creation	FORSMAN & BODENFORS Stockholm, SWEDEN
Production	NEW LAND Stockholm, SWEDEN

Name	Company	Position
Natanael Ericsson	new-land	Director
Caroline Sandberg	new-land	Producer
Therese Engberg	new-land	Executive Producer
Tim Lorentzén	N/A	Cinematographer
Sofia Björkman	new-land	Producer
Charlotte Hurtig	new-land	Production Manager
Louise Scheja	new-land	Production Coordinator
Adam Singodia	N/A	2nd Unit DoP
Trine Pillay	new-land	Executive Producer
Anna Granditsky	Strange Cargo Film	Agency Producer
Tee Lapan	Strange Cargo Film	Casting Coordinator
Tobias Reiner	N/A	1st AD
Helen Fröling	N/A	Line Producer
Simon Ponten	AoA	Editor
Gustav Karlström	Ohlogy	Music Composer
Oskar Larsson	TINT	Colourist

Write a short summary of what happens in the film

This film showcases the new collection of Denimwear for H&M. The sustainability-focused fashion brand shows that sometimes you have to take steps backwards in order to make progress for a greener future. The film follows a selection of men and women all in reverse, reflecting that denim can be re-worn and re-used, living multiple lives.

Cultural / Context information for the jury

N/A

Tell the jury about the casting process.

Casting was important to this film, to reflect both today's youth who are generally politically involved and make up the majority of the environmental activists population, as well as the older generation who might perhaps be a little less active on the environmental front. It needed to feel natural and unpretentious, still inspiring.