LE (life editions)

Trail Running - World Development, Video Production

We were halfway into cooking noodles in the back of a van, parked god-knows-where in UTAH, when Ciele rang. They’d cooked up something weird: a capsule built around a pair of jeans you could actually run in. Techy, weird in the best way, and demanding visuals just as unexpected. Back home in Montreal it was nothing but wet cement skies. Useless. So we ditched the idea of chasing weather and built our own world instead. Studio lights, scanned textures, backgrounds ripped up and replaced. Print, scan, print again until the edges warped into something that felt alive. What came out of it was less a campaign, more of its own dimension. Surreal but somehow inviting, tight enough to give this small drop a unique identity. Featured in multiple design-forward sport publications, the work carried further than expected.