FILA China: Skyrunner

Brand

FILA China

Date

Jan 2020

Description

The Skyrunner campaign for FILA China presents a high-impact fusion of urban architecture and rugged natural landscapes. The project leans into a clean, graphic aesthetic, utilizing vibrant red structural elements as framing devices against high-rise city backdrops and textured rock formations. The imagery captures a contemporary athletic spirit through sharp natural light and saturated primary colors. Creative direction by Lucy Jane Brand, alongside the creative agency Paper Stone Scissors, defines this visual identity. Photographed by Georges Antoni with videography by Ribal Hosn, the campaign features polished streetwear and technical sportswear styling. The production emphasizes geometric precision and dynamic posing, balanced by the expertise of fashion stylist Kirsty Barros, hair stylist Daren Borthwick, and make-up artist Victoria Baron.

Style

Clean, Vertical, Commercial

Techniques

Natural light

Industries

Sportswear

Color

Jet Black

Pure White

Crimson

Context

Advertising Campaign