Active Lifestyles are redefining Senior Citizen Advertising
Active Female Jumping in Mid-Air
Being a Commercial Photographer in New Jersey, this assignment led me to a professional athletic trainer looking to expand her clientele.
With a new industrial looking cross fit gym, she wanted to appeal to the workout buffs who like the challenge of jumping, balancing, crawling, climbing, and lifting. The branding concept was developed to match this more aggressive style workout in an alternative edgy setting. Sorry folks, no yoga here.
For a composite, you need a great looking background. Combing through Philadelphia’s back alleys proved to be an adventure in itself. Not wanting to draw a lot of attention, we only carried small speedlights and reflectors. We finally found a great location, that simply needed some bounce light to add contrast.
For the jump shot made in the studio, the camera settings were ISO 200, 55m, f7.1, 1/1600sec. Four Elinchrom strobes were synced using wireless slaves. Two lights were placed in off-camara sidelight strip boxes, one in a large octobox for the main light, and one overhead bare strobe for the rim light.
The images were later brought into PhotoShop to add contrast, desaturation, and add a little HDR to communicate this new gym will appeal to the warrior in all of us.
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