For the past three seasons Roe Ethridge has been working on an Ethridgian trilogy of sorts for Sportmax. Featuring his trademarked undefinable sensibility, the Spring Summer campaign features Adriana Lima vamping in repose and the band Adult. adding the soundtrack.

Picture Farm editor Toddy Stewart and Mr. Ethridge have had a great time working with each other over the years and this one carries the marks of their knowing collaboration.

See the first two installments of the series featuring the incomparable Mariacarla Boscono, here.


Roe’s still images accompanying the video campaign below, courtesy of Artist Commissions:

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