The Active range focused on energy, motion, and confidence, captured through high-contrast lighting, different camera angles, and dynamic model movements. The styling and atmosphere evoked athleticism and aspiration, highlighting the brand's technical innovation in fit and performance.
Because the art direction was intentionally pushing beyond what is typically seen in underwear brand, and there was very little visual reference in the market to look to, before heading to the studio I used MidJourney to explore and create concept images for the Active range. It was a way to test whether the proposed direction would truly make sense for the product and the brand, before bringing it into a real world setting.
These concepts helped shape a clear visual framework for the shoot, from poses and camera angles to where motion would add impact and how lighting could bring the energy to life. I then used the visuals to experiment with mockups, testing how the imagery would translate onto the website, how it would sit within the layout, and which colour pairings would work best alongside the product.
We used green and blue gradients as the core colours to introduce a sense of performance into the photography, and shot the ghost mannequins from a slightly lower lateral angle to allow clear visibility of the PouchTech within the main product images on the website.
As a contrast, the Everyday line embraced a softer, more serene mood, shaped by natural, diffused lighting and relaxed poses. The styling emphasised ease and approachability, highlighting the effortless feel of the MicroModal Air fabric through the idea of the model subtly fluctuating in the air in the images. We used soft blue and sky toned backdrops to gently reinforce that lightness and bring the experience to life.
