YBB SPORT EYEWEAR

For YBB Sport Eyewear, I built a film around a pair of speed sunglasses and an everyday running session. The objective was to transform a simple routine into something more intense, physical and aggressive.

The art direction deliberately draws from contemporary sports imagery, particularly Nike and, more recently, CUPRA. What interested me in these references was their ability to give ordinary athletic gestures a more spectacular dimension.

The image is deliberately dark, desaturated and highly contrasted, with deep blacks and strong whites. The black running track and rain add depth, reflections and a more graphic presence to the environment.

The silhouettes are revealed in fragments, reinforcing the tension while avoiding an overly descriptive representation of the athlete. The eyewear remains integrated into the face, movement and physical effort rather than being treated as a conventional product packshot.

As YBB is a fictional brand built around an inexpensive object, the project also explores the transformation of its perceived value. The idea is to demonstrate how, with limited means but precise art direction, an independent brand can produce imagery with a much more ambitious visual presence.