Creative Movement Athletic Campaign. Art Direction.
With Photographer Sam Kweskin.
For Client / Agency. Les Mills International and Reebok.
Project. Product Release Campaign. Creative Movement.
Client Season — SS19 Reebok x Les Mills
Athletic Campaign. The tone for this category is 'challenging'. The Art Direction is deliberate, driving intensity and immediacy to Make Your Move. The set is an example of chasing light and using light as a character, with lines constantly shifting with a life of their own. The shot list shows how the behavior of the light was tracked and zoned and movement to light composed for narrative.
Performances are directed to bring deliberacy and athleticism with attitude, and Photography directed to capture the effort and intention in the hustle for the moment. This includes being caught in the pursuit of excellence and also the fatigue of the effort. Compositions use light and depth rather than staging to create hero. The clothing is black and white with strong graphic elements and accessories which have a voice together with the dynamic movements on a clean graphic set.
Collaborators
AP on Art Direction,
Campaign Narrative and Design Direction
Global Marketing Director — Julian Smith
Creative Director — Dan Fantl
Campaign Team
Photographer — Sam Kweskin
Producer — Cynthia Hadden
LMI Production — Jessica Huynh, Sian Morgan
1st AD — Jessica Huynh
Technical Advisor — Erin Maw
Stylist — Daisy Uffindell
Hair Team — Ted Gibson, Chell Love (assist), Jimmy Salzar (assist)
Makeup Team — Sarah Uslan, Hadia Kabir (assist)
Retoucher — Daryl Henderson
LMI Design Team
Copywriter — Dunc Blair, Mark Easterbrook.
Designer — Jessica Huynh, Angelo Wells, Ben Attwood,
Meg Golbry, Sean Moran
Studio Manager — Helen Fairs
Cast
Caley Jack
Ben Main
Erin Maw
Natasha Vincent
Daries Lindsay
Nicole Harrison
Dee Rowell
Maxime Vigeant
Maria Bottaniz
Anthony Oxford
Johnson Zhang