Various Campaigns

Jan 2025

Foot Industry’s 25 CNY campaign is a visual exploration of tradition and celebration, captured through an editorial lens by photographer Hailun Ma. The project leans into heritage aesthetics, centering on groups and individuals adorned in intricate traditional garments, layered textiles, and characteristic footwear. The imagery, styled by Runhao Li, balances cultural motifs with a contemporary sensibility. Utilizing analogue film techniques and natural light, the campaign renders rich, earthy textures against rustic architectural backdrops. The work is defined by its vibrant color palette, dominated by deep crimsons and warm amber tones, creating a cohesive atmospheric study of ritual and community.

Editorial, Vertical, Warm

Analogue / film, Natural light