While it may not always appear to be so, the point of an ad campaign is to exemplify the essence and qualities of a brand. Z Zegna’s latest, which stars Grammy Award-nominated Swedish DJ and producer Adrian Lux, does exactly that. Pitting Lux against a cosmopolitan cityscape, the good-looker comfortably plays basketball, slides down the side of an escalator and skateboards around a subway station all while dressed in Z Zegna’s hybrid formal-meets-informal wear. The camera lenses in on the footwear at one point, making an extremely good case for Z Zegna’s iconic sneakers in Techmerino wool. The seamless transition from scene to scene – backed by an exclusive soundtrack composed by Lux – suggest a certain ease that comes with Z Zegna, touted as the younger, more athletic counterpart of main line Ermenegildo Zegna, and also draws back to the hi-tech fabrications that are often styled with the more tailored counterparts on the runway.