Giorgio Armani announced that the short film for his new campaign ‘Sport: Values in Action’ will debut on tv, online on Armani/Live and on the Armani Facebook page from today, February 7th.

While sport is synonymous with body language, the values it teaches are what gives each gesture a deeper meaning that goes beyond the action itself.

Determination, perseverance, friendship and strength are the values that lie at the very heart of this Giorgio Armani’s institutional campaign, focused on striking images and their evocative power.

The short film, directed by photographer Kurt Markus, was shot on super-8 film to obtain its stand-out grain and density.

Powerful images, portraying men and women in action who rediscover the endless expressions of their body and the behavioral philosophy that they reflect, such as a balance, determination, team spirit, elegance.

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