Creative Movement Iconic 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
Programmes in the Iconic category embody a tone of empowering. The set which bridges athletic to mindbody used elements of sky as texture to empower, and light flooded interior to ground. Using natural light to highlight and shade movement and body composition. A range of dark blues and blacks sit against the sky with brighter accents blending with neutral spaces.
The performance is in the movement. Therefore the photography is directed in a way to capture within the movement rather than the sometimes polished end of the range. A challenge requested from LM was to help move the category away from mechanical or robotic uniformity of previous compositions and provide a new energy. Therefore movements have a slight abstraction, giving more attention to the expressions of confidence to draw and empower the viewer, to feel connected to and step into the moment. There’s a vulnerability to the subjects, in this way which allows this connection. To make your move is to show up with everything you have and persevere. The story moves on to “Be moved” with joint camaraderie and spirit, motivating music movements and efforts.
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