Stay in the Game
Athleta Girl Fall 2018
Concept + Art Direction: Athleta GIRL seasonal campaign photography stills brand video around the importance of sport for young girls. Real people casting and project collaboration youth spoken word poets. Location research + selections. Close collaboration with Editorial Director and Youth Spoken Word director to develop script and tone.
Still photography: James Macari
Video DP: Brandon Loper, Avocado & Coconuts
Stay in the Game
Girls start dropping out of sports at an alarming rate around the ages 9-12, and the corresponding decline in confidence is alarming. This campaign was aimed at focusing on the importance of staying in sports for girls.
