Creative collaboration with award winning sports and lifestyle photographer Philip North Coombes, to create the Photographic Approach Guidelines and photography for PureGym.

Our brief was to create a visual language that helps PureGym’s target audience see them as the destination of choice, helping to keep them motivated and achieve their fitness goals, from the least fit, to the very fittest, the oldest to the youngest, the ‘glowing’ to the sweating buckets. Making PureGym a lifestyle choice that fits round their routine, by creating a distinctive, differentiating photographic approach that’s authentic and creates an emotional response that feels real and inclusive.

CAPTURING THE MOMENT
Philip says “The essence of photography is capturing a moment in time. In the click of a shutter time stands still, telling a story without end.” By applying this philosophy to our creative approach for PureGym, we were able to convey the pleasure, pain and passion of keeping fit, capturing the essence of the moment, telling the story. My Body. My Gym.

Full project online shortly.