Commissioning multidisciplinary director, Aidan Zamiri, our campaign looked to highlight body movements that traverse performance and modern lifestyles, ranging from the extreme to the ordinary, guided by choreographer Abdourahman Njie and styled by Theo White.

Set amidst a backdrop of ever changing environments, telling the story of the collection’s ability to adapt, a textured soundtrack elevated the idea of travel, from the urbane to the otherworldly. 

Activated across Dazed’s social channels in a series of stills and cutdowns, the project was wrapped up with an editorial news story on Dazed Digital’s fashion section, introducing our audience to the Off-Active collection.