Always in Motion launch their limited-edition London Gold drop
Mad Cow Films director Sophia Ogilvie helms the latest campaign for AIM.
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To coincide with the London Marathon, Milk Machine has partnered with performance sunglasses brand Always in Motion to launch their limited-edition London Gold drop: two pairs of exclusive new glasses, released to celebrate the London marathon.
The energy filled spot reimagines running through a cinematic lens. Drawing from early-2000s British gangster films, the film adopts a gritty, character-driven tone, positioning the act of running as something charged with drama and intent. At its centre sits the product itself: the sunglasses, framed as the prize driving the narrative forward.
Set across London’s streets, the film uses pace, rhythm, and a stylised take on familiar environments to push the drama surrounding the art of running beyond sport, presenting it as a moment of pursuit, pressure, and drama, all enveloped in style, of course.
Credits
View on-
- Production Company Mad Cow Films London
- Director Sophia Ogilvie
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Credits
View on- Production Company Mad Cow Films London
- Director Sophia Ogilvie
- Creative Director Francesco Loy Bell
- Producer Georgie Wesson
- Executive Producer Pete Chambers
- DP Max Brunner
- Editor Amanda Marie Rose
- Colorist Megan Lee
- Sound Designer James Saunders
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Production Company Mad Cow Films London
- Director Sophia Ogilvie
- Creative Director Francesco Loy Bell
- Producer Georgie Wesson
- Executive Producer Pete Chambers
- DP Max Brunner
- Editor Amanda Marie Rose
- Colorist Megan Lee
- Sound Designer James Saunders
This campaign continues Milk Machine’s focus on working directly with clients to develop ideas from the ground up: from ideation and scripting through to full production.
Creative Director Francesco Loy Bell said: “We wanted to have some fun with the concept of running through the streets of London, pushing it beyond sport and into an iconic British narrative territory. We thought it would be cool to apply the city-wide engagement with the marathon to the product, setting our ‘race’ in a fictionalised London where the stakes are even higher, borrowing from much-loved movie tropes of noughties gangster films to do so. The client was great in wanting to do something unique and different, and we had a great time pushing the boundaries of what a sportswear commercial can look like into what we hope felt like an unexpected territory.”
Director Sophia Ogilvie said: As a brand, AIM likes to place cinematic storytelling at the heart of its campaigns, which made this an especially exciting project to be part of. From the outset, we wanted to create a world that feels grounded and recognisable, yet heightened by a palpable sense of danger and unpredictability, a space that sits just on the edge of reality. Visually, we played with scale and proximity, using wide shots of the city to establish a sense of magnitude and isolation, with the close-ups more fast, intimate, and immediate to hopefully pull the viewer into the character’s experience. That contrast helped build a rhythm that felt constantly in motion, never quite settling. We wanted the glasses to feel like more than an object; something with weight and presence, loaded with meaning. The kind of thing that carries consequence, that people are drawn to in a way that feels almost irrational.”
