The Creatives Room

Don't Fit In

Brand: Smart · Year: 2019 · Category: Commercials · Medium: video

Frame is masked into a black binocular vignette - two overlapping circles - so the whole scene reads as surveillance or as someone else's point of view. Inside it, a wide, flat, near-symmetrical composition of a street-side outdoor gym painted in blocked colour: teal shutters, a yellow-framed kiosk lettered SPARTANS, a red door, a turquoise floor circle. Athletes are staged like figures in a diorama - pull-up bar, battle ropes, kettlebells, a barbell squat, a bench - all in cool sportswear tones. The subject walks dead centre toward camera in pale blue polo, black trousers and white trainers,

Part of The Creatives Room - a curated archive of advertising reference, searchable by brief.