Sweaty Betty:
A Skin Awakening
CONCEPT, STRATEGY & ART DIRECTION
'Go Shorrrty' for Sweaty Betty is all about sharing the joy of summer sunshine and freedom of moving your body in shorts.
There’s often stigma associated with the female body, skin and confidence when wearing shorts. This was a call to arms to embrace the shorts collection (across Run, Yoga, Studio and Live categories) and to live out a ‘ready for anything’ attitude.
CREDITS
Creative Director: James Benn
Producer: Kirsty Hind
Copywriter: EMILY EADES
Designer: Niamh CurraN
Photographer: ELLIOT WILCOX
RETOUCHER: JACK DONCASTER (MAMMOTH RETOUCH)
FILM DIRECTOR & Editor: STU MCCARDLE
DOP: BRENDAN HARVEY
Colourist: Mike Keelin
HMU: ZOE TILSTON