Creative Direction
Vanquish Fitness gave me the opportunity to oversee the creative direction on set for each campaign. Every collection comes with a story and with that, the chance to produce visuals that can express the narrative in exciting and inspiring ways. Here are just a few of the last year’s creations.
Restore
Restore was designed with ‘rest day’ in mind. A ribbed collection made up of sweats, leotards, and tops. My main objective was to express a cozy, relaxed atmosphere and set the stage in which the consumer may wear these garments. As we launched in December, I embraced the ‘duvet day’ concept and included all those aspects which come to mind on a rainy winters day.
We created two sets, one with a rich brown, textured background which reflected an autumnal/winter palette with vintage gym props to match. The second embraced a bedroom scene inviting the consumer to lounge in Vanquish. Interestingly the brighter, fresher aesthetic of the bedroom scene performed best in our ads. One to note in shoots to follow.
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Elevate drop 2
This year our Elevate drop became one of our essential collections, meaning we will repeat the collection with added new styles every few months. With this in mind, I came up with a concept that made Elevate our ‘spotlight collection’. By researching different lighting my creative producer and I were able to form a stage-like presence for our models.
With the use of plinths for height and grandeur, lighting rigs forming a spotlight and dry ice to capture the light rays, we created a dramatic atmosphere. The set put the Elevate collection ‘in the spotlight.’ Of course, being a gym brand we used various props within this scene to display a strong girl persona reflecting the brands identity.
Lights, camera, action
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Lights, camera, action .
Rejuvenate
When visualizing our ‘Rejuvenate’ collection I had two goals in mind; one to make sure we separate this collection from our former sweats which dropped the month before and two to include aspects of fitness throughout to reinforce us as a gym brand. As our sweats are usually worn on rest days, I wanted to intertwine a living room scene with gym aspects to evolve the idea of a fitness rest day. We created coffee tables with weighted plates, bookcases held up by kettlebells, and hints of gym imagery to inform our consumers that we are a fitness brand.
I wanted to create a standout look for our Black Friday collections which would be displayed throughout our website, paid ads, socials, pop-up store, and more. With most brands choosing all black as their backdrop I conceptualized an idea that set the scene of our warehouse during the Black Friday period with all our stock ready to go.
Black Friday offering
Putting together multiple boxes with the team and taping them with personalized Black Friday branding, we created a bespoke backdrop that could be flexible to create multiple different scenes by moving the boxes into alternate positions.
