Launching on International Women’s Day 2018 Beyonce’s activewear line IVY PARK revealed a campaign encouraging Women to find ‘their sport’.
With iconic film projects including Kendrick Lamar’s ELEMENT, KENZO, Hermès, Adidas and Zeit Magazine the project was Directed by Jonas Lindstroem, - a long standing collaborator of Studio Private.
Together we created a lifestyle-energy main edit along-side a series of social formats and cut-downs, each with a rich, deep and nostalgic mood to grading that places the campaign as a defining moment in progressive sports-lifestyle communication.
With “Strong Beyond Measure” as a strap-line the idea of strength is part of the brand. We created a pace and look that reflected an emotional strength, placed the viewer in the athletes shoes through warm yellows of the low setting sun and acidic fluorescent floodlights… while stills retouching further complemented the films rich twilight accents.
The campaign features a cast of athletes with varied backgrounds and skill-sets bonded by a love of sport. The group includes track athlete Risqat Fabunmi-Alade, singer IAMDDB, model Molly Smith, and cheerleaders from Ascension Eagles Cheerleaders, a charity youth program.
The impactful campaign radiated positivity in creating new role-models and inspiration while we re-spun the look of Athleisure.