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This Mother and Daughter Just Made Some Really Strange Yet Hypnotic Sportswear Ads

Опубликовал: azaryan75 в Advertising, Marketing, Branding, All News, All Ar - Чт, 21 января 2016

This Mother and Daughter Just Made Some Really Strange Yet Hypnotic Sportswear Ads DJ/fashionista Mimi Xu and her daughter Maily Beyrens (collectively known as XuBox) star in a series of self-consciously quirky videos promoting fashion brand Björn Borg's SS16 Limited Edition Sport Couture collection.

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The pair don "retro-space-inspired" gear and crank up Xu's minimalist club beats for this satisfying, somewhat surreal 90-second centerpiece spot:



Their goal was "to combine sports and fashion in an eccentric everyday training video," producer Nils Ljunggren tells AdFreak. A bunch of 15-second edits ratchet up that eccentricity with snippets of animation and soundtracks that range from eerily abstract to pleasantly poppy—with a military march thrown in for good measure.

 
"Mind Games" bristles with creepy audio dissonance and stare-down intensity:

 
"High Heels," as the title surely suggests, is about keeping one's balance in a "sport parka":

 
"Dry" features aquatic sounds and some creative hanging around:

 
There's no actual cycle in "Bike," but that doesn't stop Mimi and Maily from peddling:

 
"Zig Zag" shows us how to avoid climbing gym ropes:

 
In "Hug," the ladies get into caressing themselves (perhaps celebrating a job well done):

 
And when you've finish your workout, please don't forget to turn off the lights:

 
Strange, for gym rats, these two never seem to work up a sweat. Overall, the clips make for fun, quick viewing. Though for some, they might induce traumatic flashbacks to middle-school PE class. (Those infernal ropes—they burn! Our palms and psyches are scarred for life!)

CREDITS
Client: Björn Borg
Director: Nils Ljunggren
Featuring: Mimi Xu, Maily Beyrens
Music: Mimi Xu
Illustrations, Animation: Maily Beyrens
Creative Direction: Naomi Itkes
Art Direction: Johan Avedal
Director of Photography: Erik Sohlstrom
Editor: George Cragg


This Mother and Daughter Just Made Some Really Strange Yet Hypnotic Sportswear AdsThis Mother and Daughter Just Made Some Really Strange Yet Hypnotic Sportswear AdsThis Mother and Daughter Just Made Some Really Strange Yet Hypnotic Sportswear AdsThis Mother and Daughter Just Made Some Really Strange Yet Hypnotic Sportswear Ads dle


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