The concept was inspired by the idea of everyday heroism – those people who make the world better just by ‘doing their job’. So if we take the modern music video – with the (ironically unheroic) pop stars made to look like gods, moving in slow motion, with great lighting, low camera angles and their perfect hair flowing in the wind (machine) – many people look up to these guys as heroes, just because of the way the media portrays them.
Therefore if we give the same treatment to our real heroes we can give these everyday people the respect they deserve, making them feel empowered and important, reminding them why they do what they do, and that the right clothing will help give them an image they would be proud of!
