Lex Carthur, a multitalented director who began his career as a photo editor, has emerged as a distinctive voice in sports advertising by focusing on the emotional depth of elite athletes rather than just their physical prowess. Over the past decade, Carthur has built an impressive portfolio working with major brands including Nike, Adidas, Sports Direct, Salomon, and Vans, completing over a hundred projects that showcase his unique approach to storytelling.
Carthur's journey into filmmaking was unconventional, starting as an artist before transitioning to photography and eventually falling in love with photojournalism. His artistic evolution has been driven by a desire to explore the deeper layers of sports culture and the stories of top-tier athletes who rise to prominence despite facing significant challenges. "When I started out, I knew no one, I didn't know the role names or any programs, I only knew that to make a film you had to shoot it, and edit it. So I taught myself," Carthur explains, describing his self-taught approach as "not so much of a flex as a crux."
What sets Carthur apart from other directors is his hands-on approach to every aspect of production. He serves as his own editor and colorist, allowing him to get closer to his subjects and maintain creative control throughout the entire process. This intimate involvement enables him to capture athletes in ways that emphasize their character and emotional journey rather than simply showcasing their athletic abilities.
Carthur's distinctive style is evident in his Nike-commissioned short film featuring Keely Hodgkinson, where he positions the athlete as the emotional center of the narrative. The film adopts a dreamy, Terrence Malick-inspired aesthetic, capturing Hodgkinson through low angles and fluid movements achieved through his signature low shutter speed technique. This approach focuses on her character as a demonstration of sportsmanship rather than merely highlighting her physical capabilities.
In "Canyon Speed Dreams," created for Canyon Bicycles, Carthur employs grainy textures to immerse viewers in the world of professional cycling. The film features jarring edits and blown-out colors that effectively communicate the physical demands and mental toll of long-distance riding. Similarly, his commissioned work for the Adidas Adizero Boston shoe campaign prioritizes emotional intelligence over flashy, high-energy performance footage, instead concentrating on the community bonds and friendships that develop through running together.
Carthur's philosophy distinguishes him from directors who rely on confusion or overwhelming visual effects. "There are a lot of great directors who intend to dizzy you and excite you and almost confuse you for a moment, maybe even a minute, for the gain of their overall emotional tone," he observes. "But, when people try to emulate that, and I do believe there are a lot of professional emulators, it doesn't work because you don't know why it's being done in the first place."
Despite his focus on emotional connection, Carthur's videos maintain a high level of style and visual appeal. His work has the power to inspire viewers to action, potentially motivating someone to start running in the middle of winter with friends. "I am trying to connect first and excite second," Carthur states. "I am always trying to impart energy on the piece and that energy can be in camera motion or in on-screen action, a moment with the subject or talent."
The roots of Carthur's empathetic approach can be traced back to a cycling zine he created with friends in Herne Hill during the COVID-19 lockdown. After shooting 36 rolls of film documenting cyclists and investing his entire salary into processing the photographs, his housemates suggested he compile the images into a zine. The publication immediately sold out both print runs, demonstrating the appeal of his authentic approach to capturing athletic culture.
This grassroots project proved to be a turning point in Carthur's career. One of the cyclists he had photographed turned out to be a professional athlete who wanted to collaborate on a film project. This connection led to an avalanche of opportunities from clients who recognized his dedication to authentically capturing athletes in their element, ultimately establishing his reputation in the sports advertising industry.
Carthur's recent work continues to demonstrate his commitment to showcasing the human side of athletic performance. His projects, including "Soar Running SS23," "Salomon London," and "Nike Fast Pack," maintain his signature blend of visual sophistication and emotional authenticity, proving that sports advertising can be both commercially effective and artistically meaningful when it prioritizes genuine human connection over superficial spectacle.
