Sweat pants, dirty t-shirts and worn-down slippers. Needless to say, the pandemic has had a terrible impact on the way we dress.

A$AP Rocky x Klarna’s “Get Smoooth Again” is a global, integrated campaign, aimed to inspire consumers to rediscover their sense of style. After spending almost two years in fashion hibernation and lockdown looks, the world is finally emerging from the pandemic. People are adjusting to switching their sweatpants for real pants – famed rapper and fashion icon A$AP Rocky included. So, who better to encourage people to drop their lockdown looks than A$AP Rocky, a global trendsetter and fashion tastemaker.

The hero film, that launched the campaign, follows Rocky as he emerges from quarantine when New York announces its reopening. While everyone else is dressed to impress, the rapper looks misplaced in his lockdown look. He goes on to have a shopping experience with Klarna that switches up his look immediately. The spot ends with a cameo from another style icon, legendary U.K. grime artist Skepta, who enters the bodega in his lockdown look.

Visually, the campaign is a mashup of Klarna's and A$AP Rocky's worlds and includes a bunch of visual cues and easter eggs that reference both. We placed the film in A$AP Rocky's hometown of Harlem, New York, and were inspired by the pop culture he grew up with, which also set the mood for the art direction, production design, direction and cinematography.

A$AP Rocky was involved in the creative process, and he designed some of the products in the bodega through his creative agency AWGE, such as the chips bag, a symbol of lockdown that also holds a key part in the film's story.

The transformation of A$AP Rocky going from lockdown to smoooth was not only the foundation for the campaign, but it was also the starting point for other activations, such as a global influencer activation of famous TikTok and Instagram profiles, sharing their smoooth looks. We also raffled out vintage collections curated by Rocky, including the unique robe he wears in the film.

The campaign ran globally on OOH, DOOH, OLV and Social Media.