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Jacamo launches its AW19 collection with a body-confident spot.

Shot in London, the ad focuses on strong postures and empowering angles to shift how larger men are depicted in mainstream media. Clips of models are paired with images of animals and natural landscapes to reflect values that make "the true measure of a man," including strength, sensitivity and community.

The work was art directed by Dana Reid and directed by Amy Becker-Burnett through Big Buoy. The media agency is Carat UK.