Italian footwear company Geox tapped world-renowned British photographer and documentary-maker Rankin for its newest spring 2016 advertising campaign, labelled #startbreathing – repositioning them as a modern, emotionally engaging, premium lifestyle brand with breathable sole technology.
The spot stars model Maria Crittell and British dancer and choreographer Cameron McMillan, it also uses a beatbox soundtrack by internet sensation Nicole Paris. Nicole composed the music exclusively for Geox.
Doner London was the agency behind the work, which comprises posters and films featuring stylised shots of models striking dynamic poses, alongside the brand film, which will run across OOH, press, online, social media and interactive digital display video units. Geox hopes the campaign will inspire feelings of emotion from consumers who have previously only viewed the brand as a practical choice of footwear.
Rankin, said: “Shooting the campaign was a lot of fun. There was a great energy all day. When you’re shooting a film all about movement and dance, you’ve got to crank the music up and have some fun.”
Nick Constantinou, Managing Director, Doner, said: “We believe if shoes were invented today, they would all be made like Geox; with breathable technology. With people now taking a more proactive approach to their health and wellbeing, the time is right to position Geox uniquely at the intersection of fashion, technical innovation and smart, healthy living.”