CHAMPION EUROPE

SPRING/SUMMER 2021 ADV

CHAMPION EUROPE TURNED TO OUR STUDIO FOR THE DESIGN AND PRODUCTION OF THEIR NEW SPRING SUMMER 2021 CAMPAIGN FOR THE LEGACY COLLECTION.IN THIS CAMPAIGN, LEGACY IS NARRATED THROUGH PHOTOS THAT HIGHLIGHT ITS MOST DYNAMIC, SPORTY SIDE, INVITING THOSE LOOKING AT THEM TO RECOGNISE THEMSELVES IN THAT WILL TO ACT THAT CHAMPION HAS ALWAYS EMBODIED. WHAT WE WANTED TO BRING OUT WAS AN INTENSE DEDICATION TO A PARTICULAR DISCIPLINE, THE LIBERATION OF PUTTING YOURSELF OUT THERE, THE PSYCHOPHYSICAL WELLBEING THAT COMES FROM EXERCISING AND DEDICATING TIME TO YOURSELF. THE STORIES TOLD BY THE CAMPAIGN ARE DIVERSE, BUT THE EMOTIONS THEY CONVEY ARE COMMON TO US ALL, AND IT IS EASY TO FEEL INVOLVED.

THIS IS WHY WE DECIDED, TOGETHER WITH THE COMPANY, NOT TO USE MODELS OR WELL-KNOWN PERSONALITIES, BUT TO CHOOSE ATHLETES DEDICATED TO PHYSICAL ACTIVITY, FOR WHOM SPORT REPRESENTS AN ESSENTIAL PART OF THEIR DAILY LIVES. NOT ATHLETES AT A PROFESSIONAL LEVEL, BUT “CHAMPIONS” ALL THE SAME.OUR DESIRE WAS TO SHOW THE MANY FACES OF THE WORLD OF SPORT, AND HOW THE LEGACY SS21 COLLECTION COULD ADAPT TO DIVERSE BODIES, MOVEMENTS, NEEDS. OUR GAZE WAS FOCUSED ON DIFFERENT STORIES, IMMORTALISING THEM ONE BY ONE WITH THE AIM OF CAPTURING THEIR ENERGY.

EVERYTHING IS SHAPED AROUND THE INDIVIDUAL: THE ATMOSPHERE SEEMS TO IMMERSE US IN A SCENE FROM A FILM; THE IMAGE IS VERY REAL AND THE COLOURS ARE DELIBERATELY WARM TO INDUCE MORE EMPATHY IN THOSE WHO SEE THE CAMPAIGN. THE PEOPLE ARE CAPTURED WHILE PRACTICING WHAT THEY CAN REALLY DO WELL, AND THE RESULT IS TRULY REAL AND DYNAMIC. THIS DYNAMIC QUALITY IS ALSO REFLECTED IN THE CAMPAIGN VIDEO AND THE VIDEO CLIPS FOR SOCIAL MEDIA, WHICH WE PRODUCED TO COMPLETE THE PROJECT.