Prodigal Humility AW25-26
Experience 360°
In Prodigal Humility, we introduce the Initial mate to the Wing mate.
On one hand, the Sportswear & Lifestyle experience that enables Decathlon to express its sport culture heritage at the heart of society.
On the other hand, the Mobility experience goes from A to B to C to Z in your daily life. On a double perspective for you and for the planet, it’s a useful way to practice physical activity, to feel good and to be more efficient.
It’s at the crossroad of these two experiences that we can find the notion of “instinct”. It means to trust your own intuition intended to act for a better environment in your urban daily life. It’s a Wonder, that we are calling on AW25-26 season for Decathlon.
And to bring consistency in the content production for our customers, you can also rely on the profile of the Aspire-lete.
We can accept that we have shot our planet. For too long, we’ve lived on its back and enjoyed its benefits without looking at the damage we did.
Today mother nature is rebelling. I realize that actions are to be done now.
I need to drastically change the way I behave in my urban life. It’s decided, I will change my way of living and especially my way of moving through the city. I trade fossil fuel for my muscle energy.
I’m ready to make the necessary efforts, even if I have to give up some of my comfort. I know it will help me build a good relationship with nature, hence with myself. Hoping that will help to let the planet come back to life.
At first, I have to accept the harshness of these new unexpected winters because my daily reality is wrapped in a wild blizzard. With these climatic movements the city gradually looks like vast rustic spaces. But my will is strong, I whirl and I trust my intuition to tame this new territory. My territory, in fact, is now more limited. But my local life is now richer. Moreover, if I can give these people the inspiration to follow my example, then the value of my efforts will only be greater.
Now, I even take pleasure in these open-air trips, especially when the fresh wind freezes my face and vivifies my mind. It is a boost that reminds me every day that my choices of life and movement are necessary for a healthier planet.
My instinct was right!
Images
This version of Prodigal Humility will take place in an urban environment, with all its geometrical and graphic playground. Therefore we should not neglect the city elements we can use, such as : artificial light with Bokeh effect or playing with the reflections on the buildings or on wet sidewalks.
Actually the best atmosphere to keep is at night, and more precisely during the golden hour when we can catch most of the city mood and textures. The textures are essential to translate the weather stress. It erases the landmarks of the city and offers a wilder atmosphere. And we can also take candid portraits of regulars who are always facing the harshness of the fall or winter elements.
As riders follow their instinct, it would be great to manage the production of images like an animal documentary, with the same codes and way to shoot it. Such as motion blurs, or off center framing, with a raw and saturated rendering.
We are talking about people moving through a urban jungle and always on the run, so stealth captures are the best of what we can get of them. Even sometimes, groups of riders can also appear like a pack of wolves moving together, revealing their primal intuition.
Finally, you can note that this city territory also includes natural breaks with urban parks that give a moment of breath and recenter the meaning of Prodigal Humility.
Graphic Style
Set Design
