Review of Athleta “Power of She” Spring 2021 Ad Campaign by Yard NYC with Director/Photographer Carissa Gallo and Choreographer Erin Murray
Athleta celebrates the Power of She with an uplifting new Spring 2021 campaign By Yard NYC, featuring direction and photography by Carissa Gallo.
Timed to coincide with International Women’s Day, the campaign asserts a clear vision of inclusivity and empowerment. Featuring a numerous, diverse cast across all shapes and sizes, the imagery remains grounded and open through its simple depiction of real women and the way they move.
The campaign challenges societal conventions of beauty, pushing back against the idea that the only woman who can be healthy and active are a size zero. Yard NYC breaks from the traditional confines of the Male Gaze women are often subject to. These women are truly empowered, as they are not exercising for anyone’s benefit other than their own. They are not depicted from the male heterosexual perspective as simply sexual objects.
Gallo’s solo and group portraits exhibit a free conversation between body and clothing, emphasizing how the pieces are created to move with any body. Each woman exudes a corresponding mood of freedom and power.
Featuring choreography by Erin Murray, Gallo’s film feels like a sort of athletic flash mob. Murray combines physical movements drawn from sports and yoga with dance, creating a joyous and communal movement. Dusty Springfield’s “Love Power” is an excellent soundtrack choice as it motivates, uplifts, and unifies the models both physically and mentally.
The campaign takes a no-nonsense approach to athletic wear, recognizing the simple truth that every woman should be seen as beautiful as they move and play.
Yard NYC & Gallo turns this principle into a bright and powerful visual statement, and the results speak for themselves.
Agency | Yard NYC Director/Photographer | Carissa Gallo Choreographer | Erin Murray Stylist | Doria Santlofer Hair | Ramsell Martinez Makeup | Zenia Jaeger Production Company | M ss ng P eces Editorial Company | Rock Paper Scissors Editor | Akiko Iwakawa-Grieve Music Supervisors | GEMS Song | Love Power by Dusty Springfield
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