Overview
2XU’s purpose with this product offering was to appeal to a younger demographic with a more editorial approach than usual when it came to concept and shoot preparation. Drawing on themes of a winter white-out, and in contrast with the vibrant red of extreme heat, we brought the elements into the studio.
Responsibilities
Coming up with creative direction and plan to appeal to a new demographic for 2XU without alienating the existing one. The outcome resulted in us using over 1000 litres of biodegradable fake snow, wall flats and props to develop the below. These shots were used in promotional campaigns online, print collateral
