Adidas

Mar 2026

In the striking campaign titled Not Running, director and photographer Fran Gomez de Villaboa collaborates with Adidas to redefine the intersection of athletic performance and atmospheric narrative. Far from a standard sportswear showcase, the project leans into a cinematic visual language that emphasizes mood, introspection, and the stark physicality of the human form. Throughout the series, Gomez de Villaboa employs a rigorous low-key chiaroscuro aesthetic, where subjects are enveloped in deep shadows and pierced by singular, intense light sources. This deliberate use of high-contrast lighting creates an editorial minimalism that strips away the noise of traditional fitness marketing to focus on the raw, technical texture of the gear and the quiet intensity of movement. Captured within an industrial, mist-filled indoor arena, the imagery utilizes a live-action technique to translate the stillness of the track into a series of haunting, dreamlike portraits. By centering on silhouettes and reflective elements, the campaign channels a sense of mysterious purpose, treating the apparel as a secondary skin within a vast, dark void. Ultimately, Not Running functions as a sophisticated meditation on focus and isolation, leveraging the power of natural light and shadow to transform an ordinary athletic setting into a stage for a profound, visually arresting performance that challenges the conventions of the genre.

Lifestyle, Cinematic, Cinematic

Low-key / chiaroscuro, Natural light, Natural light

Sportswear, Fashion, Fashion