Champion: The New State of Play
Video campaign for Champion, The New State of Play, featuring the Rochester collection.
A launch campaign for Champion's Rochester collection, The New State of Play, shot over two days at Valeon studio in Brunswick East with push.xyz.
The Brief
Champion wanted to introduce a more elevated, casual look for the brand through a lookbook of stills and short video vignettes. The Rochester collection led, followed by a puffer jacket set, with everything built for vertical social first.
How We Approached It
The Rochester shoot was built around one image: a long line outside a cool event. Six talent stood in a line of Champion looks, each holding a prop that gave them a character and a task, all on a clean cyclorama with soft, true-to-colour light.
The video carried the same idea, with locked-off solos, group line shots with talent moving through them and a pan down the line, designed to scroll left to right online.
What Made It Special
A real group of creators and models, cycling through looks in one world. The next day the set was rebuilt for the puffers, moodier and more whimsical, with a vintage sports club feel.
The Reality
Delivered as a lookbook of stills and short vertical vignettes for Champion Australia and New Zealand, with the video shot by James Wajura as videographer.
- Shoottwo days, 13 and 17 March 2025
- LocationValeon studio, Brunswick East
- Talentsix per day, a mix of creators and models
- Formatvertical 9:16 first, with 1:1
