Creative Movement MindBody 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
The tone for these programmes is enlightening. The set is never enclosed, but grounded when inside, and euphoric outside, above the clouds of Malibu. Lighting is mainly full sunlight, using only cuts against the set, or shade from bodies interacting, to create depth amongst talent, or within a movement. Some of the programmes were in their infancy at this moment and this was their first range / release campaign therefore introducing them to the suite also meant an introduction to their attitude. Therefore, the performance of the talent is directed to be enlightening in the way of being very self connected, and empowering in a way of self care and nourishment. The movements are tone and shape focused but gentle, and expressions are reflective and focused. The Mindbody range is neutral with yellow and emerald accents and textured patters which sit against textured hills. To Make Your Move toward wellness and self empowerment. The story moves into Be Moved by a fusion of movement and freedom.
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