Superga’s new campaign video, starring Abbey Lee Kershaw, feels like a daydream, a visual lullaby. The video opens to the track of Technicolour Beat by London-based alt-pop duo, Oh Wonder, and as its breathy snythopop sound echoes around Kershaw lounging under the sun or floating on water, there is a palpable sense of ease and comfort. Well reflecting of the Italian footwear’s ethos and their classic rubber-soled sneakers.
Kershaw is undoubtedly multi-talented and driven, and coupled with Superga’s passion towards nurturing rising talent within the industry, it is to no surprise that Kershaw was brought on to not only model, but to also helm the video’s creative direction – a dream come true on both sides. The magic of the video seems to lie in its nostalgia. It brings to mind, joyful memories, a sense of Cest La Vie, and nods to the days of youth. Youthfulness, after all is a mindset and the video seems to suggest that we re-live it on a daily basis. “Live” being the operative word. And despite her rookie-ness behind the lens, Kershaw has needless to say, produced something beautiful, a work of inspiration.
Conventional wisdom speaks of versatility as an important quality to achieving success, and it is apparent that both Superga and Kershaw walk in the same shoes of that wisdom. Their creative partnership highlights Superga’s ability to think outside the campaign-box, and embraces Kershaw’s agility to explore (or in this case, excel) in other creative disciplines. By 2012, Kershaw shifted her focus from modelling to acting, and since then, has clinched several acting roles under her belt. Her debut as an actress began with George Miller’s screenplay, Mad Max: Fury Road, and with a growing IMDB page, she is inching closer to having her hands pressed down on the Hollywood Walk Of Fame.
Beautiful, ambitious, well-rounded and talented—what a combo!
By James Lennon Tan