Concept & Creative Direction for M&S The Sports Edit

This mid-season activation is to engage a younger demographic while showcasing the dynamic nature of The Sports Edit activewear collection. The campaign will highlight the blend of style and functionality that appeals to a modern, active lifestyle.

The overarching concept revolves around movement and energy, capturing the essence of the activewear through high-impact visuals. The use of strong lighting will evoke a sense of vitality, while motion blurs will illustrate activity and fluidity, making the clothing appear as if it is in motion.

Strong, directional lighting will create dramatic shadows and highlights, enhancing the texture and colour of the fabrics.