A campaign celebrating the new technology used in Lee’s Body Optix denim and showcasing the science behind them. Body Optix™ revolutionary denim technology is designed to make you look your best, and feel your best. 

Lee Body Optix starts with precisely calibrated pockets and seams, and layers on 3D contour shading to create body-enhancing optical illusions. 

Dynamic, affirming images of the talent, ‘working’ their Body Optix™  denim combined with the ‘scientific’ optical illusion style background, which moves, changes and evolves to help explain the optical science behind the product.