The Creatives Room

Ready for Weightlifting?

Brand: Panorama · Agency: Adell Taivas Ogilvy Vilnius · Year: 2016 · Category: Print / OOH · Medium: image

A weightlifter is framed symmetrically from behind, posed to lift a barbell in front of a dark, gym-like wall. In a surreal twist, the barbell is weighted with branded shopping bags instead of iron plates. Photographer Electromagnetico uses a dramatic, single overhead light source to sculpt the athlete's back and shoulders, creating high contrast and leaving the lower half of the frame in shadow. The color palette is desaturated, with the red of the singlet and the bag logos providing the only color.

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Ready for Weightlifting? - Adell Taivas Ogilvy Vilnius - 2016 | The Creatives Room