A captivating movie trailer that elevates the essence of everyday life.

Step into a new realm with Weekday’s Spring 2024 campaign SATURDAY – a visually captivating movie trailer that transforms the ordinary into the extraordinary. This cinematic campaign is about a decision that takes someone out of their comfort zone and a brief encounter that elevates a person’s life in just one night. SATURDAY explores the transformative power inherent in a single moment.

It’s a love story to the unconventional, as Weekday embraces the notion of endless nights that elevate everyday experiences. Utilizing film, especially the movie trailer, this campaign transcends the ordinary, inviting audiences to immerse themselves in inspirational worlds and engage with a redefined daily life.

“Creating an actual movie trailer with an amazing cast who embodies the Weekday spirit is an exciting endeavor. There’s an everyday narrative filled with moments that deserve celebration and recognition, and we believe every day should be anything but mundane,” says Kim Holm, Managing Director Weekday.

Reflecting the essence of SATURDAY, the spring 2024 collection encapsulates surrealistic vibrancy juxtaposed with sporty laid-back aesthetics. The season’s look boasts volume and varied textures, showcasing a mix of washed and distressed denim, raw linen shirts and trousers, pleated diagonal skirts, leather-like coatings, structural canvas jackets, dungarees, and football tees. This fusion of washed and sporty elements creates an effortless narrative for the upcoming season.

Weekday encourage to embrace change, and live life to the fullest. Elevate everyday with the unexpected, the bold, and the effortless, mirroring the spirit of SATURDAY – a singular endless night that changed everything.

SATURDAY was directed by Gustav Johansson, produced by new–land, and debuts worldwide on January 29, 2024.