Freddy Move Your Mind 2018
# creative direction
Client: Freddy is the Italian brand that makes clothes for all athletes worldwide who see body movements as an art capable of touching.
Challenge: Launching a new Freddy clothing line specifically designed for yoga practice, together with a photographic campaign matching “The art of movement” creative positioning that can represent yoga not only as a sport discipline but also as artistic expression.
Strategy: We launched the campaign slogan “Move Your Mind”. Practicing yoga with Freddy means moving in our own inner world: a dreamlike and metaphysical world that is absolutely out of reality, and decoded through surreal scenes made of geometric shapes, impossible stairways, ancient columns, mirrored walls, chequered floors, and cloudy skies. Today, “Move Your Mind” is a mainstay in the Freddy storytelling for the yoga target.
Creative Direction: Vittorio Perotti, Andrea Fagiolari
Copywriting: Luca Capece
Art Direction (staricase): Andrea Campesato Segnini
Art Direction (mirrors): Davide Di Gennaro
Photography: Chiara Quadri
Models: Nazionale di ginnastica ritmica dell’Italia
Post Production: B612 Studio