Lululemon YXE:
A series of photographs to be used in store in Saskatoon as well as select national branding materials. This shoot features ambassador Chrissy Kuny at The Movement Pilates.
Chrissy Kuny is a Pilates icon here in Saskatoon. She opened up The Movement and has quickly grown a strong following. For her ambassador photoshoot, we wanted to show her has an athlete and community leader—which is a similar theme between all of our photoshoots we have done for Lululemon.
We started with some environmental portraits in both portrait and landscape orientations. One of our favourite looks, is taking a standard portrait, and then having the subject look away. We call this non camera aware or candid. Here at Studio D, we like to use photography to bring people up close to the subject. This has an intimate feel. We use wider focal lengths like 24mm and 35mm and photograph within a couple feet of our subject.
For Chrissy’s photographs, this let us get inside her space, which helps the viewer connect to the meditative qualities of Pilates. We wanted to highlight matt classes and reformer classes. Pilates can look visually similar to yoga which is why highlighting the group on reformer beds was an important part of this shoot.
Working for a large brand like Lululemon we had to follow their brand rules. This was a unique challenge because we wanted our photographs to fit the national look and feel of photographs. Some key rules to follow are using natural light, filmic tones in the edit, and a mix of candid and action shots.
