Review of Balenciaga Under Armour Series Fall 2024 Ad Campaign by Creative Director Demna with Photographer and Videographer Joseph Kadow
Balenciaga launches its collaboration with Under Armour with a campaign that’s all about moving forward, shot by photographer Joseph Kadow.
The campaign brings a sporty and powerful energy to Balenciaga’s aesthetic of slick, minimal cool. Framed by a shadowy space with a concrete floor, the models are captured in slow motion as they run, capturing the energy and drive of sport while emphasizing the sculptural, athletic details of the collection.
Recast as still portraits, frames from these videos echo typical runway imagery in that they are a head-on shot of a model moving towards the camera – yet, in a clever twist, these characters are sprinting at full speed, caught mid-stride with both feet off the ground.
It’s a smart and simple concept effectively executed, bringing the design perspectives of both brands together with speed and agility.
Balenciaga Creative Director | Demna
Photographer & Videographer | Joseph Kadow