Following last year’s series by CR collaborator Steven Klein, Equinox has turned to another legend for its 2019 fitness campaign: Nick Knight. Famous for pushing the boundaries of fashion film and digital image-making, the creative teamed up with the fitness brand for a a series of video installments meant to visually represent the physical challenge of movement for a project entitled Life.
Above, the first video in the series, features a cast of the directors’ favorite artists, including recording artist Ciara, model Jazzelle Zanaughtti, and dancer Sergei Polunin—people who Knight describes to CR as “not afraid to challenge themselves and who embodied the audacity, braveness, energy, and spirit of life.” They follow a long list of collaborators the creative has racked up throughout the years like Kanye West and Lady Gaga, who he’s previously directed music videos for.
Expressed in highly-visual, non-linear form—true to Knight and his company SHOWstudio’s form—the new video was inspired by Equinox’s motto “it’s not fitness, it’s life.” As the director explains: “Life is never easy, and its complexity and turbulence is what makes us feel alive.”END
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createdAt:Fri, 04 Jan 2019 21:49:32 +0000