AWLAB

AWLAB Running - FW22 Digital Campaign

Art Direction & Production - Photography & Video

After the success of the SS22 campaign, AWLAB wanted to keep pushing the new performance product line by launching a new social, digital and retail campaign for the fall/winter season.

The campaign kept faithful to the positioning designed by golab for the first released and evolved by showcasing with a true cyberpunk feel the selection of footwear and apparel selection by Adidas, Asics, Hoka one one, New Balance, On, Salomon, and Under Armour.

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TEAM CREDITS

CREATIVE DIRECTION: Giorgio Bartoli

ART DIRECTION: Elisabetta Giovi

DIRECTOR AND PHOTOGRAPHER: Ced Pakusevskij

COORDINATION: Giovanni Morisi

PRODUCTION: Eleonora Friselli

STYLING: Francesco Casarotto

STYLING ASSISTANTS: Francesco Cuzzi, Lucia Giustozzi

MAKE UP & HAIR: Ania Melnikova

MODELS: Filippo Pisoni, Alessia Miconi

AWLAB Running - SS22 Digital Campaign

Art Direction & Production - Photography & Video

As one of the biggest retailers and players in the athleisure and lifestyle industry, AWLAB, in 2022, was ready to tackle the performance market by launching the running product line.

The multi-brand campaign "Press play" is based on the gaming aesthetics dear to the Millennial and Gen Z target while staying faithful to the unique AWLAB's positioning "Play with style.” For each protagonist, a unique video game character was created with a superpower, styling, and backstory that was shot performing at best in an urban setting with footwear and apparel products by Adidas, Asics, New Balance, On, Salomon, and Under Armour. The multi-brand campaign was developed in all aspects by golab, from concept to production, from art direction to video and photo production.

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TEAM CREDITS

CREATIVE DIRECTION: Giorgio Bartoli

ART DIRECTION: Elisabetta Giovi

DIRECTOR AND PHOTOGRAPHER: Ced Pakusevskij

COORDINATION: Giovanni Morisi

PRODUCTION: Leah Cosgriff

PRODUCTION ASSISTANT: Eleonora Friselli

STYLING: Francesco Casarotto

STYLING ASSISTANTS: Francesco Cuzzi, Lucia Giustozzi

MODELS: Eva Ishmakova, Selamawit Baratti, Filippo Pisoni, Gioele Corradengo, Alessia Miconi

VANS X AW LAB - 2021 Digital Campaign

Art Direction & Production - Photography & Video

Empowerment, diversity, inclusivity, and body positivity, a place where everyone can belong and be part of.

This campaign is based on the strong aesthetics of the youth generation and its main concept is to promote gender fluidity through styling and the rebel sense, giving voice to one's own personality.

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TEAM CREDITS

CREATIVE DIRECTION: Giorgio Bartoli

ART DIRECTION: Elisabetta Giovi

PRODUCTION: Isabella Petriccia

ACCOUNT: Valeria Calzolari

PHOTOGRAPHY: Vittoria Elena Simone

1ST AC: Giacomo Pandiani

STYLING: Chiara Tiso

SET DESIGN: Eliana Casagrande

SOUND DESIGN: Tommaso Bullo & Funclub Collective

COPYWRITING: Odazed

DIGITAL: Riccardo Ferri

MODELS: Boyrebecca, Alessia Miconi

AW LAB - HERE Store Opening Campaign

Art Direction - Photography & Video

HERE by Aw Lab is an innovative sportswear space for women only. This is where customers are free to create, inspire, and share while discovering new fashion trends together. A surface of 160 square meters where Aw Lab push the boundaries between community and shopping experience.

The new advertising campaign portrays an eclectic group of women (DJ, photographer, tattoo artist, stylist, makeup artist) focussing on their authentic style and personality. The elegant black and white treatment aim to provide a sense of unity to a wide range of characters.