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.