DM

[Creative Direction] [2025]

The Mental Arena

A visual exploration of the mental space surrounding athletic performance, through the rituals, focus and solitude that precede effort.

The Mental Arena — Creative Direction

Set against the graphic landscape of an athletics track, the shoot approaches movement and sportswear through a cinematic and editorial lens, using late-afternoon light, colour and composition to capture the tension between physical readiness and mental concentration.

The project's visual direction, from the photographer selection and styling to the overall image composition, brings together the codes of movement imagery and fashion to explore a more introspective side of athletic culture.

Role
Creative Direction
Year
2025
Scope
Art direction, campaign, visual system
Website
Link
Photographer
Cynthia Ammann
Model
Mimi Muscionico
The Mental Arena — athlete with hands on hips, net shadows across her bodyThe Mental Arena — athlete in black on the track, arms crossed, hand raised to her mouthThe Mental Arena — athlete stretching both arms overhead in warm sunlightThe Mental Arena — athlete in sunglasses stretching one arm overhead against the skyThe Mental Arena — athlete seen through a green sports net, hands on hipsThe Mental Arena — athlete lying on the track with legs raised against an equipment container