MADDALENA

Performance fabrics are at the core of outdoor adventures, shaping the way athletes and enthusiasts experience the elements. For the Polartec SS24 campaign, the focus was on capturing the essence of cycling and outdoor performance, showcasing how technical innovation enhances comfort and movement in real-world conditions.

The project was designed to blend dynamic action with an authentic documentary feel, emphasizing the versatility and functionality of Polartec fabrics through real athletes in natural environments. Rather than relying on staged commercial setups, the campaign sought to portray genuine moments of effort, endurance, and connection with the outdoors.

The final output included a mix of high-energy video content and photography, balancing product-driven visuals with immersive storytelling. The campaign was developed to be multi-platform, with content optimized for digital, social media, and brand communications, reinforcing Polartec’s identity as a leader in technical fabric innovation.