Insta-famous Mimi Elashiry jumps around in denim in the new spot for Sportsgirl.
Sportsgirl has unveiled its latest campaign ‘Find Your Style and Run With It’, developed by London creative agency Portas and directed by CKOL’s Jessie Oldfield and Adam Murfet.
The campaign stars MTV personality, Mimi Elashiry. Elashiry boasts over 800,000 Instagram followers, which could allow the clothing brand to tap the coveted millennial market through her influence.
The campaign promotes Sportsgirl's denim range and celebrates young Australians’ unique sense of style. In the spot Elashiry dances through the streets of Melbourne, radiating a sense of fun and youth all set to the driving sounds of Australian band Polish Club.
National marketing director, Kate Rees, says: “Elashiry is the perfect representation of our Sportsgirl girl – she is beautiful, talented and has such a energy for life."
Director Jessica Oldfield says: “Melbourne has such a youthful vibe and we directed our cinematography, locations, choreography and talent to champion the unique sense of style that is going on within the city.”
The campaign kicks off this week across digital, social, PR, in-store and DIY denim activations.
Elashiry rose to fame through her alternative Instagram. She has been the star of the MTV mini-series It Girl, and collaborated with Glue Store for a clothing collection last year.
