Orca Merino Lookbook

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Orca is a sportswear brand that produces high-performance triathlon wetsuits and other clothing for triathletes. The new merino sports collection was inspired by the idea that “Life’s a race”. To illustrate the competitive mindset of the campaign, a two-word copy strategy was created as a series of poetic and rhythmically distinctive micro narratives, which complement and underline the product photos. In addition to high-quality studio photography, the series of images is complemented by a range of photographic styles including macro satellite images.

  • Client:
    Orca, Auckland
  • Design:
    Alt Group, Auckland
  • creative direction:
    Dean Poole
  • graphic design:
    Clem Devine
  • text:
    Clem Devine, Dean Poole
  • photography:
    Steven Tilley