'Faster Than Time' – the father-daughter spot for the specialists when it comes to functionwear from CRAFT by Director Daniel MATTIASSON & DOP Andreas NILSSON, both artists c/o SUPERSTUDIO, for you on GoSee

Since 1977, CRAFT has developed and produced functional apparel for sweat-inducing endurance sports and the demands of athletes. The specialist when it comes to technical sportswear was founded in Borås, Sweden, where the brand is still headquartered. CRAFT is among today's world leading brands in technical sportswear. In addition to functional underwear, the CRAFT program also offers sophisticated clothing for cycling, running, cross country, training and outdoor sports.

And for the runner in you, Director Daniel MATTIASSON & DOP Andreas NILSSON, both c/o SUPERSTUDIO, created the beautiful and touching father-daughter spot for the timeless topic 'Faster Than Time' or the art of making priorities. As a outfitter of numerous national teams, teams and athletes, CRAFT continues to benefit from direct feedback from athletes who are brought into product development.

About - Swedish brand CRAFT is a producer of functional sports apparel. The company is based in Borås, an old, traditional textile industry town in the South of Sweden. The initial concept of founder Anders Bengtsson was to develop underwear, which propels moisture away from the skin during physical activity – and thus guarantees the perfect microclimate. CRAFT started with technical base layers and soon developed the three layer principle with a 2nd layer of insulation and moisture transportation and an outer shell for protection. Today, the company offers gear for all kinds of sports focusing with layer 3 on running, triathlon, bike and cross-country skiing. craftsportswear.com

Credits

Client: Craft

Chief Creative Officer: Daniel Högling

Project Manager: Jan Kaspersson

Art Director: Niklas Ericsson

Writer and Director: Daniel Mattiasson

DP, Edit, Grade: Andreas Nilsson

Action Photographer: Patrik Johäll

Production Manager: Anna Johäll

Producer: Johannes Hurtig

Set Designer: Simon Sjödin

Illustrator: Thomas Luft

Drone Operator: Daniel Casselby

Drone Camera: Andreas Nilsson

Music: André Barros

Starring:

Markus Jönsson

Jonathan Johäll

Mariell Jönsson

Voice: Jess