Geox launches its new #Startbreathing campaign with a helping hand from famed photographer Rankin. By Rachel Ang
Geox launches its new #Startbreathing campaign that is shot by Rankin
For many, the idea of poise and cool is linked closely with the concept of being grounded. Indeed, the last thing you would expect from a person decked out in fashionable and rather formal clothes is for him to leap into the air and contort his body into a position that would cause the disarrangement of his attire. Yet, that’s exactly what accomplished photographer Rankin managed to capture for Geox’s latest campaign. Starring model Maria Crittel and British dancer Cameron Mcmillian, the result is wondrously powerful.
The images perfectly capture the spirit of Geox’s latest campaign, which runs on the motto “To live life to its fullest, you need to #Startbreathing.” Naturally, this is to be accomplished with the footwear that stands out amidst the flurry of fabric: the Nebula.
Utilising cutting- edge technology, the Nebula boasts an advanced breathing membrane sole that provides unique flexibility, cushioning, and exceptional breathability – Geox’s signature concept – elevating the stylish shoes to icons of comfort and functionality.
The Nebula’s empowerment of movement is expressed in Rankin’s work for Geox. “For me, this campaign is all about doing something fresh and exciting,” declares Rankin. “It feels invigorating to be part of taking a brand in a bold new direction, to grab an audience’s attention and get them thinking about Geox in a new way.” Together with the fluidity and energy expressed in the’ graceful mid-air poses, this statement makes a strong appeal to people to break free of the chains of convention and approach life in a different, healthier way.