LATENT IMAGE - Spring 2019

This is probably my favourite image from last year,
as it has all of the elements that get me really
excited about a project. Great concept, complex
set-up, and a great product to advertise.
The product in question is the FitMitz, essentially a
weighted boxing mitt designed to make workouts
harder. After further discussion, we decided the
background should have an international feel.
The concept was first pitched by the owner of the
company who wanted to show the many different
ways that his new product could be used. We
discussed several ideas and came up with a
back-of-the-napkin plan... We would source a great
location, one with wooden floors, lots of natural light
and use a professional fitness model to show the
product, then overlay as many different movements
as we could.
Initially, I wanted to add motion blur and dragged
shutter effects into the final image but the idea was
discarded after a trial - it just detracted from the
overall look and made it harder to identify the
product. When you’re shooting an advertising
image, the product is king!
The plan was always to shoot somewhere we could
composite in a separate backdrop from my own
personal stock library.
The location we settled upon was a leisure centre in
Manchester, as it had the most amazing high
windows.
After some trial and error on the day, I figured out
the best place to shoot from and secured my tripod
to the floor - with lots of Gaffer Tape!
I took my time with deciding where to position the
camera, as once it was in place, it would not move
for the duration of the shoot, this made post-production
of the final image, much easier.