The mission was to give more visibility to the SWELL collection giving voice to a female skater in the community, thus being the first pro skate for women from the SWELL collection, this skate was developed in collaboration with Marawa, a pro skate collaboration with his name on it, reflecting her essence as a fitness female skater. Focused on the essence of a fitness skating and inspired by the relationship between our body and nature, as well as strengthening SWELL's collection identity.
The key points of this collection were: full body workouts with low impact focused on daily routine. The inspiration was how it feels to exercise outdoors and how this is experienced by a woman, stimulated by the elements: air, movement, the sky, oxygen throughout the body, the process of breathing, healthiness, balance, calmness, fitness and the women's body. Fitness skating is about experiencing yourself having a correlation with your body and your surroundings, going with the flow, the energy and the movement becoming one, giving you a mind-body connection.
Therefore, we wanted the emphasis the concept of lightness, "that it felt light and looked light."
LEAVING GRAVITY BEHIND.
CREDITS
Services: Advertising campaign, Product development, Strategy, Art Direction, Social Media Campaigns.
Art Direction & Product Design: Johanna Pardo
Art Direction & Product Design: Johanna Pardo
Models: The Majorettes
Art Direction, Product Design, Packing, photography, concept by Johanna Pardo
Video: Rafael Lopez Maldonado
