BowFlex BXT Treadmill Line Launch

BowFlex

BXT Treadmill Line Launch

Role: Art Direction, Movement Direction, Graphic Design

I developed the visual direction and design to support the launch of the Treadmill 7, 10 and 22. My responsibilities included talent selection, developing studio color treatments, movement direction, location scouting, wardrobe and makeup approval, overseeing set decoration, and directing the post-production process. Additionally, I led the design efforts for launch collateral across the e-commerce experience, including PLP and PDP level web pages, ensuring consistency across each product page.

The Photography

‍Photography: Dave Salafia‍
Photo Production: Zinc Productions

In building the image asset library across each treadmill, we captured photography in a combination of studio and home environment settings. In addition to getting standard e-commerce photography, I developed a concept with the aim to capture movement and endorphins as a theme for the launch. We achieved this through a combination of long exposure techniques and lighting treatments. With my movement direction on-set, we were able to create unique streaking effects, conveying movement, energy and endorphins.

The Website

In crafting the e-commerce experience, I utilized photo assets from all categories we captured, comprising standard e-commerce, studio, and in-home photography. I prioritized clarity in product presentation, ensuring clear showcasing of product details, while also incorporating impactful long exposure shots to ignite interest and excitement around the products.

CREDITS

BowFlex Brand Director: Michael Robinson
Photographer: Dave Salafia
Producer: Zinc Productions
Wardrobe: Pauline Kim