Liquid I.V. explores the intersection of performance and streetwear in the Fuel Fit campaign. The project centers on a series of dynamic visuals featuring models in branded performance outerwear, set against a stark industrial landscape of metal garage doors and stacked tires.
The film utilizes retro VHS visual styling to frame the collection, emphasizing technical details like zippered pockets and custom patches. With creative direction from Shauna Lane, the campaign leans into a high-energy aesthetic, pairing a distinct royal blue and white palette with cinematic action shots.
