Type: Video / Photo
A fitness brand
Date: 5 May 2016
After revamping barre3’s online workout subscriptions, I switched my focus from product development to the state of our sales funnel. Our subscription sales page had been limping along without new imagery for quite some time, so I began planning a photoshoot. I wanted to shoot video as well (a first for the company) because I thought it would show our product in a dynamic way that couldn’t be captured by photography alone. We filmed on three sets that highlighted the versatility of our workouts by showing them in different real-life scenarios.
For the wardrobe, I chose a jewel-toned color story to add vibrancy and energy to the campaign. I wanted pieces that were of-the-moment, but not so trendy that the campaign would quickly become dated.
The video choreography was exacting, because I wanted each move to lead seamlessly into the next from scene to scene. I made a detailed storyboard that plotted out each move, with suggested camera angles and movements, alternate postures, and other notes.
We didn’t have enough time to shoot stills and motion separately, and I had decided to prioritize the video because it was a new medium for my team. So our photographer gamely wove around the videographer to capture whatever she could.
The Business Traveler / Hotel Scenario
Fun fact: this scene was filmed in my apartment!
The College Student / Apartment Scenario
Outdoor shoots in Portland are always touch and go, so we crossed our fingers that the weather would hold. Luckily it only sprinkled a bit—nothing a little Photoshop couldn’t fix!
The Couple / Park Scenario
It was a huge relief to replace all our tired old online workouts imagery with the new assets. I dug up some older versions of our the subscription sales page to show what a big difference they made. Here’s a section of the page from before my redesign went into effect:
This stopgap update was part of an impromptu photoshoot in our office. I wanted to test out an image that featured someone using the subscription on their phone, and I didn’t yet have the budget to shoot anything more ambitious.
And here’s an example of one the assets from this shoot in use. A huge improvement!