Creative Movement Grit 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
Also in the Athletic Category, Grit's 'Be Moved' campaign highlights the motivation of competition and collective effort. Whether you’re the pacer or the pursuer, theres a game mentality amongst teams and rivals and although it is an individuals mindset, there is awareness of the achievements of the participants around you. Photo is directed wide to show collective movement and energy, close to show effects of the group on the individual being pushed to achieve new limits. Within the same set but dfferent zoning, Grit relies less on light cuts to tell story and evens the lighting of the group. There is a harshness overhead to the direct sunlight which adds to the intensity.
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