SOOTHING SHADE presents 'The G.O.A.T. is a Horse' campaign for SKY BET featuring powerful equine imagery by Thomas Prior – and is exhibiting at UPDATE 25 BERLIN
Soothing Shade is a Berlin-based agency for photography and illustration, founded by Tatjana Bilger, who brings over 20 years of experience in all aspects of image production — including roles as an art buyer and in production across London, Amsterdam, and Berlin. The agency combines a refined aesthetic with a sharp instinct for authenticity. Whether it’s portraiture, reportage, or still life, Soothing Shade works closely with each artist to shape individual paths and supports both artistic and commercial projects with a highly personal approach. Their artists will be presented on May 16 at UPDATE BERLIN.
Thomas PRIOR c/o Soothing Shade photographed the SKY BET campaign “The G.O.A.T. is a Horse” for Anomaly London. Launched to coincide with the Cheltenham Festival, the new campaign introduces a continuous racing platform that redefines the debate around the “Greatest of All Time” (G.O.A.T.) — with a bold new perspective: “The G.O.A.T. is a Horse.”
In a sport defined by speed, strength, and elegance, the campaign delivers a clear message: the true elite athlete isn’t human — it’s the racehorse. For decades, athletes like Serena Williams, Cristiano Ronaldo, or Lewis Hamilton have been contenders for the title. But with wit and a fresh perspective, Sky Bet challenges the assumption, proposing a new name for the title — or rather, a new species. A horse that can run 45 mph, jump over 8 feet, and carry a human while doing it — is there really any competition?
To bring this vision to life, Anomaly teamed up with creatives known for their work with major sports brands and top athletes. Cheltenham-born director Leigh Powis brought a cinematic vision to the campaign, while photographer Thomas Prior captured the racehorse as an icon of athleticism. With its high-end visual style and tongue-in-cheek take on the G.O.A.T. debate, the campaign brings new energy to the racing world — and makes the Cheltenham Festival a true cultural highlight.
American photographer Thomas Prior’s powers of observation give each of his images a cinematic presence. With impeccable timing and sensitivity, he captures crucial moments by stepping back and capturing his subjects as they lead their lives. Prior’s portraiture is marked by contemplative, narrative-filled faces. Whether in Rwanda, Antarctica or his native America, Prior finds poetry and resonance in the landscape, people and lives that he encounters. Born in 1979 in Los Angeles, today Prior is based in New York and works for clients including NASA, The New Yorker, TIME Magazine, and The New York Times, among many others.
soothingshade.com
update.salon
CREDITS
Production ProdCo
Advertising Agency Anomaly
Photographer Thomas Prior c/o SOOTHING SHADE
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