We won a global pitch for Lycra’s brands Thermolite® and Coolmax® with a single tough:
Instead of going with the flow of the category and “fighting” the weather, we should embrace it.
Focusing on the subtle contact between the human body and the natural particles that weather
conditions create, like snow, fog and others. The title placement emphasizes this concept.
We’ve considerate the best sports photographers in the world to shoot all in studio.
Carlos Serrao was always our first choice because of his astonishing sports photos.
We did an all-in-camera photo shoot to get the most realistic outdoor feel possible.
I'm really happy and proud to have created this campaign and directed Carlos and his crew
in Los Angeles to make this old school style of photography come to life.