jumP Takes Over London for H&M

Following a memorable collaboration on Dior’s Addict Fragrance spot, Luis Moreno once again teamed up with RAF Films director Jonas Åkerlund, this time on a short film for H&M starring actor Joel Kinnaman.

Alter Ego is a gritty exploration of one man’s identity on the stormy streets of London. Following the man from the moment he hails a cab on the eerily vacant streets, Luis weaves Åkerlund’s varied footage into a captivating, slightly schizophrenic tale. A driving, philosophical narrative exploring themes of attraction, memory and emotion blends effortlessly with myriad images of the London streetscape and the countless versions of himself that the man spies out the window. Moreno brings the story to a conclusion with the hero walking boldly toward the horizon as the narrative wraps: “Whoever you want to be, you can just be yourself.”




Client: H&M
Spot Title: Alter Ego
Air Date: October 2012

Agency: Strange Cargo
Producer: Anna Olsson

Prod Co: RAF Films
Director: Jonas Åkerlund
Producer: Eva Tempelman

Editorial Co: jumP
Editor: Luis Moreno
EP: Alexandra Leal

Post/Effects Co: Poetica
Lead VFX/Inferno Artist: Amanda Amalfi
VFX Artist: Aaron Vasquez, Chris Wiseman, Aron Baxter, Chris Memoli
Head of Production: Stefanie Bassett

Color Grading: UNCLE
Colorist: Pana
Producer: Lars Wolf

Audio Post Co: Chimney Pot
Mixer: Mattias Eklund

about jump:

Bicoastal jumP is an award-winning creative editorial boutique focusing on commercials, features, short films, music videos, and emerging media content. The firm works with a wide-range of top-tier brands, directors, and agencies continually delivering powerful and efficient results for each of its clients. The company roster includes Partner/Editors: Luis Moreno and Michael Saia, Editors: Lin Polito, Troy Mercury, Richard Mettler, Patrick Griffin, David Trachtenberg, Richard Cooperman, Wendy Rosen, Jonathan Edwards, EPs Betsy Beale and Alexandra Leal, and Partner/Managing Director Dee Tagert.