It’s all in the cut with performance apparel

Who knew there could be so much drama in an anorak? As this superbly crafted campaign demonstrates, the magic of a well-edited film can bring an awful lot of oomph to a story about the making and wearing of weatherproof outer garments, gloves and sports shoes. 

Emotion and jeopardy are ramped up in the campaign’s central hero film, Tested For Life, by a thumping percussive soundtrack, sweeping cinematic visuals, forensically fascinating gadget close-ups and giddy action shots, all stitched together in a topnotch edit by Joe Mania 

A mix of body-camera and crewed footage documents the adventures of mountaineers Tamara Lunger, Robert Jasper and Hirotaka Takeuchi, free-rider Greg Hill and runner Daniel Jung. While the city photographer Jennifer Bin – famed for her images of skyscrapers and rooftops – puts the sportswear to the test in two urban and lifestyle stories. 

This is all interspersed with behind-the-scenes footage of the brand’s rigorous testing processes.

The wider campaign also includes micro films of the exploits of Tamara Lunger and free-rider Greg Hill, plus a refashioned website.