I love branding and as a commercial and advertising photographer, I get to photograph commercial images for many brands from investment firms to lifestyle bloggers to fitness trainers. Keith “KJ” Hinsey is a very close friend of mine who happens to train me and in his evolution as a world-class trainer, his brand is growing every day. Keith, being the supportive friend that he is consulted with me to help him build a new website and images to match.
Keith is a huge fan and follower of the Under Armour brand and knowing this I immediately researched the UA brand and what their approach to imagery looked like. I studied the brand for months and KJ and I would watch youtube videos and pin images on Pinterest because this was going to be the direction for him and the Physique Total Fitness brand.
I advised Keith on styling, getting a few extra fitness articles of clothing, props, athletic shoes and lastly the location…
I knew the National Stadium was the only place I would want to shoot this campaign. I didn't want the conventional gym or studio as a backdrop. The only challenge would be getting permission to do so. However, after calling someone who knew someone who knew the General Manager, the National Sports Authority eagerly agreed and assisted in giving me full access to the stadium and its grounds.
There was one more piece of the puzzle that I needed to make this campaign extra special and that was a cinematic promotional video. I came across Jiggy Productions some time ago and I had a sit down with cinematographer Kyle Ferguson to help me communicate the concept through moving visuals. Kyle was excited and really wanted to get his creative teeth into such a project.
Shooting was great, we ran KJ though a multitude of routines, reps and active poses. Calling on his expertise as a trainer and using some of his own training equipment to assist us. We even added one of his clients, Kristen to a few frames to show him training an actual client. Look…I could talk about this shoot for hours but I filmed a video to show you guys just how I setup shoots like these.