FW24 Kinetic Line Launch

Art direction for the launch of Kinetic, a new performance fabric designed to stretch and move with the body. The visual concept uses shutter drag to create motion blur, directly reflecting the fabric’s flexibility and movement.

Execution

  • Directed photography using in-camera shutter drag techniques

  • Built a visual language centered on movement and performance

  • Created a cohesive set of assets for launch across campaign and digital channels

Concept

The creative approach focused on translating a key product feature into a visual language. The fabric is designed to move with you, so the imagery captures that motion through blur and distortion, making the performance quality visible.

Art Direction

A minimal, high-contrast environment allows the motion effect to stand out. Styling, pose, and lighting were directed to enhance movement while keeping the product clear and defined.