Back Market is the French leader of refurbished tech products, and wants us to get free from a subtle dictatorship: the one of the “new”. That consumeristic idea that we always have to buy the newest product possible. To push this concept, we targeted a generation that is proud of their freedoms. The freedom to be who they want, to love who they want, to dress and live the way they want. But while they are ready to fight for these freedoms, they all bow in front of the tyranny of new high tech, and line up for hours to get the latest iPhone and tech gadgets. With this film we wanted to underline this paradox, and challenge a whole generation to see and consume things differently. 

The film is the ultimate praise of human diversity and freedom, and was entirely casted on Instagram. All couples are real, all bodies are real, every strand of hair is real.

Directed by: François Rousselet.