FILA China

Jan 2020

The Skyrunner campaign for FILA China presents a high-impact fusion of urban architecture and rugged natural landscapes. The visual narrative centres on sharp, geometric framing and a saturated primary colour palette, where vibrant red structural elements act as a consistent motif against clear blue skies and rocky textures. This project spans a comprehensive range of commercial assets, from dynamic fashion portraiture to structured product photography. Led by creative director and director Lucy Jane Brand, the campaign balances a minimalist aesthetic with the energetic demands of performance sportswear. The imagery features layered athletic apparel, including colour-blocked outerwear and technical footwear, captured under bright, direct natural light. Supporting the visual execution, creative agency Paper Stone Scissors provided strategic direction, while fashion stylist Kirsty Barros curated the athletic look. Additional craft expertise was contributed by hair stylist Daren Borthwick, make-up artist Victoria Baron, and videographer Ribal Hosn.

Clean, Vertical, Commercial

Natural light

Sportswear

Advertising Campaign