Art Director: Lindsey Breh
Photography: Ross Dettman
In March 2019, Life Fitness was offered the opportunity to use the newly built YMCA in Lethbridge, Canada for a week-long photo and video shoot. The facility housed products from all five of our fitness brands and we were thrilled to have the chance to highlight them all.
The main caveat was the facility was set to open to the public the first week of May, which meant we had to plan and execute a $100,000 international photo and video shoot in just six weeks.
The shoot took five full working days and featured 16 models, and a crew of over a dozen photo, video and styling professionals.
In the weeks leading up to the shoot, I led a creative team in the detailed planning. I screened and hired models, selected and purchased the wardrobe for each model based on each of the different brand guidelines, coordinated travel and other logistics for participants, and worked with our legal team to ensure we were adhering to international hiring guidelines.
Once on set, I was in charge of Art Direction for both the photo and video work, and I was tasked with keeping everyone involved on a strict timeline. My team managed to collect thousands of brand-related photos and the video assets required to create a video highlighting all five brands.
Life Fitness Family Of Brands Video
Select photos from the shoot
This photo was shot in five frames to ensure lighting on each model was precise. The photos were combined following the shoot.