For its fall/winter 2012/13 collection entitled “Keep True,” US denim label Wrangler has launched a new campaign that features a short movie and a new website. The film was produced in the brand’s spiritual home of North Carolina and is about a couple that leaves the city to be closer to nature.

Special, timeless moments are expressed through cinemagrams – stills with small, repeating movements – that users are invited to activate by dragging and releasing buttons. The short is a symbol for beauty and silence and is full of many clever details that reflect the new collection, which is inspired by nature. The new denim treatments, for example, are reminiscent of stone and mineral surfaces and the women’s jeans line has been relaunched, giving off a more feminine feeling.