SS22 Digital Campaign

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.