The Athlecia project set out to capture a brand built on quiet confidence and everyday movement. Shot in a bright, minimalist pilates studio, the campaign introduced Athlecia’s Scandinavian-inspired activewear to the Scottish Market.
The space, the models, and the pacing all worked together to frame the clothes as part of a life lived with intention, less about performance metrics and more about feeling grounded, capable, and comfortably yourself.
The brief called for a hero video supported by a suite of still images that could define Athlecia’s visual presence across digital channels. The tone needed to reflect the brand’s understated aesthetic: soft light, clean lines, and a flow that mirrors the gentle rhythm of everyday movement. Calm, assured, and subtly refined. The final campaign delivered a calm but unmistakably premium vision of the brand. The hero film flowed with a gentle elegance, elevating the everyday into something cinematic without breaking the authenticity at its core. The stills echoed this sensibility, offering a versatile library of imagery ready for web, social, and brand communications.
The final campaign delivered a calm but unmistakably premium vision of the brand, elevating the everyday into something cinematic without breaking the authenticity at its core. The hero video and stills form a cohesive expression of Athlecia’s identity, one that feels lived-in, human, and beautifully understated, serving the brief with a modern, stylish confidence.