Eytys’ FW16 campaign features people eating cake in the gym

Living the dream.

Eytys is a brand known for breaking the rules.

The Stockholm-based sneaker company has just released a new campaign video for its FW16 collection and boy, does it make us hungry.

Titled Luc Crimez the video was created by Irish artist, Jennifer Mehigan, and South African photographer, Kristin-Lee Moolman.

It depicts a group of eccentric Stockholm locals as they fulfil everyone’s fantasy: eating ample amounts of cake while at the gym. Maybe that’s just me?

Mehigan describes her art as “cybersensualituy,” toeing the line between a digital campaign and contemporary art. The vibrancy of the film presents as the perfect contrast to Eytys’ minimalist sneakers. Basically it features a lot of cake eating, muscle flexing and dancing.

eytys.com