I led the creative vision for this photo and video shoot, building on our commercial brand assets for campaign use and omnichannel support. My goal was to capture the passion of individuals across various movement styles and BowFlex’s role in empowering their unique journeys. Responsibilities included developing lighting treatments, selecting and styling talent, and directing the on-set team.

From over 300 casting submissions, I curated a diverse group of movers, emphasizing representation and inclusivity, casting talent with diverse body types and adaptive athletes challenging industry norms. I created color treatments to match each movement style’s intensity and collaborated with wardrobe and styling teams to develop authentic looks for each talent. I worked closely with top movement directors to ensure movement and expression aligned with my vision and content was cohesive across video and photo.

This was a very special project that left me feeling inspired by both talent and crew. It resulted in captivating content that captured people doing what they love, inspiring others to embrace the joy within their own journey.