The campaign, titled The Balancing Act, highlights this harmony. A classic still-life composition celebrates timeless photography while introducing a modern tension, reflecting the camera’s innovative yet grounded approach.
The solution was an iconic blend of sports and fashion, featuring high-contrast lighting, vibrant clothing, and expressive models. This bold, progressive approach placed the product at the forefront while reinforcing J.Lindeberg’s position as a key challenger to the world’s leading sports-fashion brands.
The project centers around the idea of potential—both in the energy we store and the possibilities we see within ourselves. It began with the question: Do we possess a mental "magic wand" that we haven’t yet learned to use or understand? Through themes of dreams, reality, affirmation, and intention, the book encourages readers to become authors of their own experience, influencing their reality with focused intention.
Visually, the gamebook draws from concrete poetry, with typography designed to respond to the reader's actions on each page. In this unique format, the reader is the main character, actively shaping the story as they go. The pen becomes a metaphor for the mental magic wand, suggesting that with awareness, we can transform our perception of reality.
The project was featured in Resumé, both in print and online.
The project included a studio film shoot covering beauty shots of the products, as well as both moving and still sample footage shot around Japan to highlight the performance of the products. Together with illustration and animations, the edit covers the full experience of the products, balancing both beauty and technology.
Published biannually, each issue offers insight into the inspiring content that makes up the D/A universe and, not least, celebrates the visual delight of daylight in architecture through breathtaking photography. Contributions come from architects, writers, photographers, and designers working at the forefront of their fields.
The iconic Bridge, a symbol of the brand since 1996, embodies this connection between sports and fashion. By removing the curves and constructing it entirely of squares, we gave the Bridge a refresh yet still keept its iconic shape. anc contrasts the new wordmark that further amplifies the brand’s confident presence.
The dynamic color palette, representing the contrasting sensations of intensity and cooling off, captures the energy and movement that define J.Lindeberg.
Additionally, the fifth element, a key design tool, draws inspiration from the Bridge’s square-based structure. Squares take center stage in the brand’s visual language, representing precision, balance, and boldness, and resonating across architecture, graphics, and beyond.
To visually convey the intersection of tradition and innovation, the art direction embraced contrasts, bringing a sense of progression and timelessness to the imagery. This approach highlighted J.Lindeberg's unique blend of sportswear and fashion, creating a lookbook that celebrated both the brand’s heritage and its forward-thinking evolution.