Review of Sportmax Spring 2021 Ad Campaign by Creative Director Heiko Keinath & Photographer Mario Sorrenti with model Miriam Sanchez
Sportmax welcomes Spring 2021 with a reflective new campaign. Creative director Heiko Keinath and photographer Mario Sorrenti bring a sensitivity to the effects of light and film for a subtle exploration of fluidity and becoming.
Sorrenti’s photographs explore a theme of duality and the ephemeral. Shooting in both color and black and white, he makes subtle use of film effects like lens flare or uneven development. These visual quirks create a sense that model Miriam Sanchez is slowly fading away or being absorbed by a ball of light, which creates an interestingly abstract sense of narrative and character, especially in connection with her mood of calm resoluteness.
The short film creates a similar visual and emotional motif by filming Sanchez through a window, which also partially reflects a sky and clouds. Coupled with the collection’s use of relaxed fit and sheer fabric, the campaign maintains an artful sense of fluidity and change.
Creative Director | Heiko Keinath Photographer | Mario Sorrenti Model | Miriam Sanchez Stylist | Elodie David Touboul Hair | Duffy Makeup | Petros Petrohilos
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