MEK Denim, the Los Angeles-based denim and lifestyle brand for men, women and kids, has unveiled its fall 2009 campaign. Produced by State of Tomorrow, a Los Angeles-based marketing and creative agency, the campaign was recently shot on-site locally in three Los Angeles locations – Century City, Beverly Hills and downtown Los Angeles – but with no obvious city markings, the actual city will be left to the consumer’s imagination. International photographer Rene Dupont shot models Albert Reed (Bleu) and Irene Lambers (Elite) in the storyline of a young couple exploring a new city. Each image transitions from black and white to color to express the idea of leaving the past behind. The ads break this fall in select consumer and trade publications. In addition to print, consumers can expect to see MEK Denim on high-profile billboards in Manhattan, Los Angeles and Las Vegas.

—TY