Over the summer we were brought on to photograph a two day campaign for Lululemon summer line. The products lines focus was on Crossfit, Yoga and Running. We photographed on three location in Los Angeles: a Helipad downtown Culver City, the cement paths in Pala Vista and a loft in the Fabric District in downtown Los Angeles. My approach was to create imagery with a designer approach and strong storytelling perspectives. I created images that had unique view points and showcase the strength and abilities of the talent.
Agency: Matte Black
This location was absolutely amazing. We arrived at 4am and waited for the the sun to rise.
We photographed a total of four athletes all who were incredible talent: showcasing Lululemon new patterns.
We alternated with Sean the DP and work on capturing motion with the vastness of the building in the background. My goal was to showcase the the strength of the buildings with the power of athletes.
What I learned: Often its easy to arrive to a location with a pre-thoughtout image, but as time and situations can change I had . We were supposed to shoot as the sun was rising with an hour to work. The time was delay and our shoot turned into a dance between film and photo. Learning to adapt to the moment and direct with clear vision is crucial to how the shoot will turn out. This is were I've learned that collaboration helps. I was constantly talking and creating with Sean our DP and we would take turns on the time crunch.
The second part of the campaign was showcasing the Lululemons running collection. We used the natural light of the morning light and allow the harsh light from the cement and sidewalk to give the images an edgy feel.
What I Learned: The first location was this amazing parking lot, theoretically it felt amazing, but as shoot progressed we weren't arriving to the images that we were looking for. We were fighting the morning sun. It was mentioned by the crew that there was this amazing cement path around the corner. Instead of fighting the growing harsh light of the morning, we decided to accept it. I was incredibly excited about this because i've been loving the strong lines and contrast from the high sun.
The Downtown Loft
The final part of the series was created downtown at a loft over looking the fabric historic. After painting and diffusing each panel, the production sidelight the loft placing our athletes in the middle.
The goal was to showcase the yoga line and have the environment feel soft and bright. The talent was incredible, allowing us to really get the shots we needed. Like with the other two locations we alternated with the video team, the producer on set was incredible
What I Learned: Contrasting to the first location were we had to adapt to the scene, this location because of the lighting and pressure of time, caused us to have to create and execute quickly. I learned that directing the athletes exactly what I wanted and then asking to take it to the next level allow for the creativity to flow.
Zeis 50mm f1.8
Sony 35mm f1.4
Sony 16-35mm f4
Sony 90mm 2.8