LONDON, UK — The latest collaboration between adidas Running and Hermanos Koumori arrives with Flow State, a newly released campaign film where performance becomes transcendence. Directed by Hugo Campan, represented by Chapters in Paris and shaped through the transformative edit by Adam Muscat of Studio Private, the film reflects a growing convergence between fashion and technology, whereby meaning is constructed as much in the edit as on set.
Rather than documenting running as performance, Flow State is built as an internal experience. The film explores the moment runners describe as “flow”: when physical exertion tips into perception, rhythm overtakes effort, and the body continues almost automatically. For Muscat and Studio Private, this state became the film’s guiding principle, something to be constructed through pacing, distortion, sound, and image.
Working closely with Campan under a tight production schedule, Muscat approached the film’s edit as a physiological arc: pressure accumulating through repetition and cadence, before rupturing and reforming into a calmer, suspended state. Sound design plays an equally structural role. Developed in close dialogue with the edit, audio follows breath, fatigue, and cadence, amplifying intensity before collapsing into a quieter, almost euphoric calm. Image and sound function together as a system, shaping the viewer’s physical response to the film.
“There was no story to follow in a traditional sense; the brief was about reaching a condition, building tension, then releasing it. The edit had to feel like acceleration, and then a drop. Rhythm and perception were doing the work here, not plot.” states Adam Muscat, Editor, Studio Private.
Produced with Studio Private, Flow State is the result of a deeply collaborative, craft-led process between director Hugo Campan, his Paris-based production company Chapters, and Studio Private’s post team. Built through close creative dialogue, the film reflects a contemporary model where post-production and human-led technology work side by side and evolve together.
As brands like adidas increasingly move beyond traditional advertising structures, this collaborative project highlights how editing and digital processes are shaping the visual language of fashion today.
CREDITS
Client: adidas Running × Hermanos Koumori
Director: Hugo Campan
Production: Chapters (Paris)
DOP: Martin Josserand
1st AD: Maria Elena Giokkka
Styling: Jenny Theodorozoglou
Agency: The Midnight Club
Producer: Brooke Lagana
Studio Private Team
Executive Producer: Bianca Redgrave
Post Producer: Charlotte Lindsey Cook
Edit: Adam Muscat
Grade: Nathaniel Skeels
Sound Design: Echo Solutions
