Laye Sports
A journey from the coast of Cape Town to the peaks of the Swiss Alps. Mindflow has partnered with Laye Sports since their inception, shaping the brand’s aesthetic through consecutive landmark campaigns. Our work on the AW25 Play in Nature collection marks the latest chapter in a thriving creative partnership defined by adventure and elevated design.
Campaign film
Laye Sports AW25 Play in Nature
Set against the breathtaking backdrop of the Swiss Alps, mindflow produced a brand film that captures the collection’s elevated design in its natural element. By juxtaposing cinematic, slow-motion sequences with high-energy action shots, the film highlights the technical versatility and premium aesthetic of the collection.
Campaign photography
Laye Sports AW25 Play in Nature
Mindflow captured the visual essence of the AW25 Play in Nature collection through high-end campaign photography in the Swiss Alps. By blending expansive landscapes with action-focused photography, the campaign highlights a seamless transition from high-performance sport to elevated daily wear.
Product photography
Laye Sports AW25 Play in Nature
Mindflow also captured the product photography during the Swiss Alps expedition. Moving away from a conventional studio setting, we made a bold creative decision to photograph the entire collection on a natural alpine riverbed. By utilizing the rugged textures and earthy tones of the landscape, the environment mirrors and enhances the colors and mood of each piece.
Campaign film
Laye Sports SS25 Launch Campaign
At the brand’s inception, mindflow traveled to Cape Town to capture its first spring/summer campaign film. The shoot focused on the intersection of outdoor performance and day-to-day versatility, using the natural beauty of the region to elevate the product storytelling. This project marked the beginning of a deep creative partnership and set the tone for all future brand visuals.
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