The key ingredients
We worked on THERMOLITE PRO®, a leading and innovative fabric ingredient for the sportswear category. THERMOLITE PRO®’s USP is a cutting-edge insulation technology that keeps you warm while letting your body perspire naturally.The Brand42 team created a striking, photography-led, visual campaign.I have been part of the project since the pitch stage, when the visual concepts took shape: the design route was chosen, the photography style was set together with the graphics that we're going to complement it.
The photo shoot of athletes and garments took place in the John Ross’ photography studio. A freelance photo retoucher, the creative leader of the project (Nick Quinn) and I did the photo editing.The visuals and graphics that complemented the photography set was based on the concept of a spinning halo that keeps the athlete warm in very cold weather conditions. A set of ‘futuristic’ looking graphic elements were also added to each campaign image, bringing the cutting edge technology down to earth.I've coordinated the creation of the style guideline for the campaign design to ensure that the concept and lockup for THERMOLITE PRO® is maintained in future campaigns.