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Notable Hollywood film dignitary Guy Ritchie was tasked with directing David Beckham in support of his bodywear collection with H&M. Conceived by Marc Atlan – whose Venice, California-based Marc Atlan Design Inc. put together the three previous Beckham campaigns – the Ritchie-helmed project comes with the prestige of having a director who only delves into the commercial world once a year. Combining Ritchie’s flair for action with tongue-in-cheek humor, the director commented, “For me this felt more than a campaign; it was like directing a short film.”