The latest campaign from Sportmax delivers the feeling of walking on air.
Fresh off the heels of its 50th anniversary last year, the label manages to infuse its Spring 2020 campaign with a feeling of timeless youth. The collection is characterized by billowing dresses and cascading, artfully tailored swathes of fabric, and creative director Heiko Keinath translates this energy into a campaign that feels as free and gentle as a spring breeze. Featuring slow-motion camera work and attention to the effects of light and wind, the short film conveys a restful appreciation for simple beauty.
With photography from Mario Sorrenti that seems to make beautiful use of natural light, the print campaign confirms this feeling of breezy simplicity. The freckles and red hair blowing in the wind of model Sara Grace Wallerstedt perfectly suit the ethereal springtime atmosphere. Captured from below through a glass floor, she appears to be floating on air.
This campaign strongly succeeds through its understanding of tone. Relying on just a few simple aesthetic elements – natural sunlight and wind, the structure of the clothing, the beauty of its talent – Sportmax’s creative team is quickly able to access an intimate emotional landscape – one that feels like a breath of fresh air.
Agency | Buero Creative Director | Heiko Keinath Photographer | Mario Sorrenti Model | Sara Grace Wallerstedt Stylist | Elodie David Touboul Manicurist | Honey Casting Director | Giulia Massullo
WHERE FASHION GETS CREATIVE
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