Tracksmith

A day on the Moors. A case study.

I can count the brands I think do a lovely job on one hand. Tracksmith is on that list. It is with that admiration for the aesthetic they have created over the years that I approached them to collaborate on a project, a film inspired by the brand, injecting my aesthetic, bringing to bear in the final executions a european post modern look and feel that reflects the beauty of running and the clarity it brings, the belief that running, at its best, is something worth being moved by.

We traveled to a very unexpected stretch of wild terrain on Nantucket called the moors, miles of sandy trails, low brush, and lone trees cut against an open sky. It feels like another world, thousands of acres where the sky takes over and the world goes quiet, a place that feels as if time hasn't quite reached.

The idea was to make a film, and a series of photos, in the end we had enough footage for two films. One film around the idea of "Amateur", its roots in love, and running as an act of love. The second from childhood memory, running as something grounding, a place we return to.

films

Amateur... to love.

Running is as much about clarity as it is about sport, it can be solace and grounding, a rhythm to the day, a place to come back to yourself.

photo

title

We reimagined the classic tracksmith logo animating the rabbit and adding bold graphics to highlight the look and feel of the brand films.