Meltin'Pot breaks through the film industry. A surprising choice, the denim brand is the executive producer of the British film "The Lives of the Saints" directed by Rankin/Dazed Film & TV and co-directed by Chris Cottam, written by Toni Grisoni. According to Augusto Romano, cinema is the perfect instrument of communication for Meltin'Pot because it is capable of transmitting complex messages to a public with a certain appeal. Surpassing the typical approach of product placement the image of the brand promotes the success of the film, and in turn, the film promotes the brand.

However, the strongest message of all could be the original intention of the project: to give emerging artists a chance. An entirely new angle on the brand's communication, it demonstrates the desire to have contact with and support young, new talents. Meltin'Pot has branched out, crossed over, and forged a new direction for itself, and made project that has positioned it at the top of its market, and a little closer to heaven.