Power & Poise
An on-location campaign for a strength-training studio, shot across four sites in one city in two days of bad weather.
Poise wanted their campaign photographed where their members actually train, which meant four locations across the city and a schedule with no slack in it. The brief asked for images that looked effortful rather than aspirational.
We shot fourteen athletes over two days and delivered a set the studio has now used across their site, their windows and eighteen months of advertising.
Four locations, fourteen subjects, two days, and a forecast that turned out to be accurate. Two of the sites were outdoors and one was a basement with fluorescent lighting and a ceiling too low for a stand.
We treated the weather as the look rather than as a problem and moved the outdoor sessions to the hours when the light was at least consistent; for the basement we put the smallest usable source on the floor angled up, which turned the low ceiling into a bounce. Everything was shot on one focal length so the four locations read as one campaign.
