Alex has plans to open a new type of gym with indoor/outdoor space. We partnered together on content that would reflect the movements and vibe of his classes, along with some context as to the type of person he is outside of training.
During our planning session Alex described that the three main visual aesthetics he wanted to focus on were:
- Bodyweight movement
- Use of natural environment
- Fascial release
- Mindwork
Pairing this together with some of the words that he used to describe his business: Awareness. Athletic. In control. We put together a mood board and key shot list that epitomized those characteristics. With the focus of the visuals to be used between social posts and website, we planned a variety of wider-open shots to vertical imagery. Since movement was a key component in this, we ensured that photos captured him performing movements he would teach in class. Lastly, my favorite part of the shoot was more focused on his own lifestyle. I wanted Alex to get out of business mode and be comfortable being his regular self. Alex mentioned how Bruce Lee was a huge inspiration growing up and I wanted to capture him relaxing, enjoying one of his favorite reads.
