CAMPAIGN: L - A - D ® 2023
DOCUMENTED BY YESSICA CRUZ, SIERRA DE LOBOS,
LEÓN, GUANAJUATO, JANUARY 2022.
COLLECTION © PERMANENT HYBRID SNEAKERS.
How can the past and future of a region converge? Ancestral and permanent, Guanajuato hides places from yesterday but also from tomorrow. A distant, present world; a land of everyone and no one. Photographed by Yessica Cruz in Sierra de Lobos, a mountain range of dry forests is the backdrop for the campaign for the permanent collection of L - A - D hybrid sneakers. The changing climate creates an enveloping and unpredictable atmosphere that goes from - 2°C to 24°C in a few hours.
VIEWPOINT, SIERRA DE LOBOS, LÉON, GUANAJUATO, MEXICO.
21°18'50.5"N 101°38'08.5"W
LA CABAÑA DEL LAGO, SAN FELIPE, GUANAJUATO, MÉXICO.
21°20'01.0"N 101°38'01.3"W
LUNA VALLEY, SAN FELIPE, GUANAJUATO, MEXICO.
21°22'06.1"N 101°37'14.7"W
A JOURNEY OF LIGHT AND COLOR
Through light and color the journey of the creative spirit is recreated, where geographical coordinates are represented as obstacles and time plays against. Stranded in the mountains after having advanced on the road, the young man continues, exploring new paths through the mist, his appearance evokes modernity and disrupts the natural landscape, in a clash of eras but at the same time of connection and idealism.
LAS GOLONDRINAS RANCHO, OCAMPO, GUANAJUATO, MEXICO.
21°27'37.2"N 101°34'08.8"W
SAN PEDRO DE IBARRA, OCAMPO, GUANAJUATO, MÉXICO.
21°29'05.7"N 101°32'45.4"W
"The first campaign as creative director of L - A - D ®, is a trip to a place that is in time, but also outside of time. It is the beginning of our path to nowhere; to worlds still unexplored, far away , beyond what the eye can see. It reflects the creative, original and curious spirit that has always pushed us to create, because it has never been about the destination, but about the beauty of the journey itself."
DAILY - BUSINESS - TRAVEL
DAILY - BUSINESS - TRAVEL
毎日 - ビジネス - トラベル
QUOTIEN - AFFAIRES - VOYAGE