Edsel | Fitness and Fashion Photographer
potential energy | active fashion | dynamic portrait


Gravity Athletica Launch Campaign

I'm always grateful when brands trust my creative vision for a new season's lookbook or ad campaign. But when I get to help sculpt a brand's image from scratch, it's really something special.  Gravity Athletica is a new fitness and athleisure brand from Houston, TX launching this Fall, and they asked me help give their brand a unique visual voice.

The name Gravity Athletica has a certain weightiness and boldness to it. Their clothing is simple and sleek with unique details that we wanted to bring attention to. I knew I wanted to let the pieces speak for themselves and make a bold statement, so rather than the typical lifestyle fitness look, I wanted to push their images into more of the fashion space. I chose to use the sky as a backdrop, and play with strong lines and hard shadows. Hope you dig the results.

Edsel Photo specializes in cinematic and stylized fashion photography for advertising and editorial publications in Austin, Texas and New York City.