Review of Kenzo Sport Spring 2021 Ad Campaign by Kenzo Creative Director Felipe Oliveira Baptista, Agency | M/M (Paris) and Photographer Oliver Hadlee Pearch
A new campaign from Kenzo Sport uses aerial acrobatics to create an athletic visual language of design and movement. The Spring 2021 campaign features creative direction by Mathias Augustyniak and Michael Amzalag of agency M/M (Paris) and photography by Oliver Hadlee Pearch.
Occupying an awesome intersection of athletics and art, the campaign’s skillful contortionists and acrobats are its most essential element. Moving their bodies in dynamic and impressive ways, including while suspended in the air – which especially creates a feeling of total bodily freedom – they perfectly convey the innovative and dynamic spirit of Oliveira Baptista’s sportswear designs. We didn’t know such a thing as a hooded, wearable, technical-fabric blanket even existed, but seeing someone wearing it while swinging from the ceiling like a caped crusader convinces us that we need one.
Bold art direction furthers the conversation between body and design, exploding blocky elements of the Kenzo logo to augment the imagery’s powerful visual rhythms. The cohesive color work also harmonizes with the bright spirit of the collection’s blue and orange.
Oliveira Baptista and M/M (Paris) have done excellent work in their recent Kenzo Sport campaigns to create a consistent and powerful image for the line. From the creative directors’ conceptual work and bold art direction to Oliveira Baptista’s thoughtful designs and even his special redesign of the Kenzo logo, each piece fits angularly together and energetically strikes our senses. This energy is infectious, and – even though we might not be quite as flexible – we can’t help but get up and move ourselves.
Kenzo Creative Director | Felipe Oliveira Baptista Agency | M/M (Paris) Creative Directors | Mathias Augustyniak & Michael Amzalag Director/Photographer | Oliver Hadlee Pearch Stylist | Pascal Humbert & François Joos Casting & Movement Direction | I Could Never Be A Dancer
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