In lead up to IWD Playtime director Suzanne Kim somersaults into new Running Bare campaign
In the lead up to International Women’s Day, active-wear brand Running Bare has released ‘This One’s For Me’, a bold campaign from Playtime director, Suzanne Kim.
Running Bare’s campaign focuses on real life gymnast, Emma Nedov, during a training session. It’s a story that connects with women in a meaningful way to express the importance of physical mindfulness and self-belief.
Utilising light to create shape and texture, the film accentuates the body in motion and explores female strength and endurance told through an approach that balances both a commercial and experimental lens.
Says Kim: “I wanted a strong character that embodied empowerment and to capture her exactly how she is: an active protagonist with her own story and song. Celebrating the complexity of femininity, she is unapologetic and doesn’t need anyone’s permission in her athletic pursuit.”
Experimenting with dynamic soundscapes rather than a traditional track, Kim worked with composer Helena Czajka to create motion through sound. She also mixed subtle sound designs to create an immersive experience.
Adds Running Bare design director, Yolanda Powell: “The Running Bare woman approaches her life with a sense of optimism and dynamism and we endeavour to harness that energy in everything that we do.
“This is why we work with Suzanne. It is rare for me to hand over creative licence to anyone when it comes to Running Bare, but Suzanne always nails the brief and her delivery far surpasses our expectations. Working with Suzanne is always a pleasure. She really understands how to create a world where sport, femininity and pure presence all run together.”
Production Company: Playtime
Director & Producer: Suzanne Kim
Cinematographer: Campbell Brown
Editor: Grace Eyre
Colourist: Fergus Rotherham
Post-Production: The Editors
Music Composer: Helena Czajka
Sound: Uncanny Valley
Casting: Daisy Hicks, i4 Casting
Hair & Makeup: Melanie Burnicle
Talent: Emma Nedov
10 Comments
I don’t really understand what this film is? Anndd.. I wonder how Stefan Duscio feels about you ripping off that camera movement from a prior campaign.
What a lazy ass ripoff. No idea, just more ‘sports’ stock footage. We can’t even ripoff overseas things anymore? Just ripoff the guy next door huh…. The original Toyota spot even used it to film the EXACT. SAME. SPORT.
I love it. Atmospheric storytelling & the sound design is awesome
Comments on this blog can be so silly & negative, that circular camera move technique has been used in many films before toyota… here’s just one example: https://vimeo.com/237759267
This campaign is for women’s sportswear, what’s confusing about that?
Nice work Suz, it’s an awesome spot and such a killer edit & mix!
Lovey work, and great use of talent too.
The Toyota ad @Agreed is referring to came out after this spot was filmed. So maybe the filmmakers just share similar sensibilities. Nice use of full stops though Agreed.
Nice job SK + team!
Well done Suzanne and the team.
Killer spot!
I look forward to seeing what Suzanne does next, her work continues to push boundaries.
I am struggling to see what people are seeing in this ad. It’s just a carbon copy of every other sporting ad in the market and not executed by a director at that level. Don’t get me wrong – it looks pretty. But if we’re just seeking to make things that “look pretty” then I’m a bit stumped as to what we are all doing here.
Even when there isn’t anything to hate.
Looks great. Sounds great. Stands out. Nice job!
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