The first photoshoot took place in a controlled studio environment with a white backdrop. This setting was ideal for producing clean, product-centric images that could easily be used on the brand’s website for e-commerce purposes. The four male models selected were muscular, in line with DIALED’s target audience of gym enthusiasts, and each was photographed from multiple angles: front, side, back, and 45 degrees.

The second shoot was conducted in a commercial gym with distinct hexagon lighting. This environment allowed for dynamic action shots of two models exercising in the clothing. Capturing these images in an authentic gym setting added depth to the campaign by showcasing the versatility and functionality of the activewear. The gym’s lighting also created a strong visual impact, with the hexagons providing a modern, almost futuristic aesthetic that complemented the sleek designs of the garments. Reflecting on brands such as ‘Gymshark’,I took inspiration on some good poses that showcase the brand logo and make for an entertaining composition.

By using a 3-point lighting setup with a key, fill, and backlight, I was able to fill the jewellery whilst still creating dramatic shadows in the ridges of the fabrics. Using this much light with the powerful Elinchroms also allowed me to shoot at as low an ISO as possible whilst using my 100mm 2:1 macro lens..

Having Greg (Creation’s Jeweller’s Director) on set for the start of the shoot allowed me to understand his struggles and his vision for the final product. Checking in with him throughout the shoot also allowed me to gauge his contentedness with the project in real-time. His feedback also altered my focus during post-production and lead to adjustments in colour balance and masking, which ultimately improved the final images.