Project Clear Focus

Client inov-8

The Clear Focus collection of Crossfit shoes uses the technology and key learnings from creating world class trail running shoes and puts it into the F-LITE training shoe. Creating a very versatile, lightweight and super-flexible shoe that moves naturally with the foot and offers insane grip. The Clear Focus campaign was about getting away from the noise and distractions of the world, focusing your mind and energy and to train with clear focus. Shot during the closures of gyms, during lockdown, we shot a campaign film plus shorter edits and stills in a disused quarry in the Lake District. This contrast from the usual gym setting and relevancy of the outdoor gym trend during the pandemic made for strong visuals that resonated during a time when so many people most needed exercise and a clear focus. Film Senior Films

Concept Development | Creative Direction | Design