Objective: Promoting Castro's new jeans with exclusive sculpting technology
How do you promote sculpting jeans without actually using the word “sculpt”, which suggests customers might not already be the Venus de Milo? So we thought, if push-up bras are so popular, why not push-up jeans! But our true masterpiece was inspiring Israelis to shake their booty by importing the twerking trend that captured the world. And the rest is perfectly-sculpted history.