Creative Movement
A celebration of the physical and emotional drivers that motivate you forward — from the invitation and challenge to move — to the inspiration to persevere.
Empowering you to own the direction and pursuit of your fitness and wellbeing.
Photographer —
Creative Movement. Art Direction
Les Mills International's virtue lies at the captivating intersection of creativity and science. The Creative Movement campaigns are a celebration of the innovation behind movement to music, launching new releases that connect super-fans and new participants to workouts they love, and introducing the new Les Mills x Reebok partnership range uniting the worlds of fitness and fashion.
Through two interlinked phases, 'Make your Move' then 'Be Moved,' the campaign engages with a narrative that motivates participants to step into fitness and find something they love.
Opening with a mindset behind the individual pursuit of the challenge ahead — step into fitness, find something you love, know yourself more than you did yesterday. Progressing into the power of the experience to ‘move you’. Be it keeping up with the cadence of the beat, of the joint energy of a group pursuit, collective effort. The single win; a unified goal. Reminding you rewards that await when you push through obstacles and persevere. The reward of growth. In your fitness, in your wellness, and rippling into your life.
The essence of the art direction embraces the interplay of light and shape, capturing both the physicality and emotion inherent in movement. Natural light takes on a prominent role with the interaction of shadow and highlight on both body and set; capturing the essence of the moment, alluring a sense of time and connection. My direction of talent was to embody movement and emotion with a deliberate and personal touch. They dig deep into their personal hustle, confidence, and tenacity, leaning into the authenticity and vibrant energy of the scene.
The set design, a symbiotic merge of structure and light. Whether it's the light-flooded interiors that showcase our iconic programs, the dynamic architectural style of our athletic programs set against a clean outdoor backdrop, or the grounding elements of earth, expansive space, and clay texture for mind-body programs, each set encapsulates the essence of its respective category. Neutral colours and gentle lighting seamlessly merge the subjects and sets, allowing the range's graphic and colourful elements to be styled authentically.
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