Blood’s Thick is a photography campaign created for Kroen to promote their signature Overlock tracksuit in a new red colourway.

The campaign was shot in China, within open woodland surrounding an abandoned industrial site, using the contrast between natural and industrial environments to shape the tone of the imagery.

While working in China with the Kroen team, I street-scouted the model, Armstrong, during the trip, whose presence and energy aligned naturally with the campaign’s direction.

The shoot was styled and directed by Kroen’s co-creative directors, Dan Stoica and Rory Fuller, with my role focused on executing the vision through photography and on-set direction.

I worked closely with Armstrong to direct poses, movement, and positioning, while leading the framing and composition of each image.

The campaign was shot on a Sony A7IV with a Godox speedlight, creating punchy, high-contrast visuals that emphasise the strength of the red Overlock tracksuit.

The result is a raw, character-led set of images shaped by collaboration, location, and instinctive street casting.

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