Austin Peters directs Rag & Bone new spring campaign

(L’il Buck and wife Ali)

That’s Austin Peters. Not to be confused with Austin Powers. Although it can confidently be stated that RadicalMedia’s Peters has created a seriously powerful new spot, starring choreographer Lil’ Buck and his wife Ali Shimatsu, for fashion brand Rag & Bone.

Called “Times Change,” the effort features a magical dance routine that highlights the spring/summer 2021 collection.

We open on a somewhat familiar routine – a couple (Buck and Shimatsu) awaken in their downtown apartment. As they prep for just another day of the same at work – brushing teeth, coffee, getting dressed – the two break out of the same ‘ol, same ‘ol as they trade their work wear for something much more alive – the collection from Rag & Bone.

Boredom quickly disappears as the couple joins each other in an energetic and romantic dance trading their tired suits for colorful, easy-to-move in pieces, ranging from relaxed to oversized and fitted. Watch below:


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Who is Austin Peters?

Directed by Peters, the new :90-second spot utilizes original talent, which apparently is a cornerstone of R&B advertising, and is actually filmed on 35mm. Way to go, Peters.

The Los Angeles-based director first rose to prominence as a director with multiple breakout videos for artists such as HAIM, Bastille and MS MR that have since become iconic for their respective artists.

He has directed two highly successful short form documentaries for the internet: BRAIDS starring Oscar winner Lupita Nyong’o commissioned by Vogue for their Original Shorts series, and NYC 1981, a companion piece to the recent film A Most Violent Year, commissioned by the film’s producers. He made a short film, A to Z of Attitude‘, for Vice i-D, which was described as capturing an “effortless sense of self.”

Director Peters

Peters worked in partnership with the American Express Unstaged series, following musical artists such as Disclosure, Børns, Rae Sremmurd and others creating personal films documenting their residency and filming their live events for streaming on multiple platforms.

His music video for Chvrches’ Empty Threat received the honor of being named one of the 10 Best Music Videos of the Year by Rolling Stone. Since then Peters worked with artists such as Dillon Francis, Lil Xan, Charli XCX, Major Lazer and Orville Peck.

Peters has also used his talents in the world of commercials, working with brands such as AirBnB, CAT, AMEX. Nike, Facebook, Vogue, Target and MassMutual. His MassMutual campaign, which he did for Johannes Leonardo, was heralded as a look back on 2017 that focused on “highlighting positivity, courage, and kindness”.

Most recently, Austin has completed projects with Conde Nast for SalesForce and DoorDash for The Martin Agency.

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