Lululemon YXE:
A series of photographs to be used in store in Saskatoon as well as select national branding materials. This shoot features ambassador Shaina Lynden at Ryde YXE Cycle Studio.
Ryde YXE Spin Studio is a thriving business here in Saskatoon. The founder Shaina Lynden opened a second location downtown which set the stage for this shoot. Shaina is a mother of four, full time police officer, and entrepreneur. She is an inspiration to many and it’s obvious why Lululemon wanted her as an ambassador in Saskatoon.
Simple photographs help us communicate by simplifying what the viewer sees. For Shaina, we chose outfits that worked with her space and set up a few scenes around the spin studio. Folding towels, putting shoes away, and a few other images of Shaina moving through her space. Giving the subject something to do is a key part of natural looking photographs.
We wanted images with Shaina both looking at the camera and candid. Often our clients ask for the candid photographs thinking they are just lucky shots. The truth is that we art direct the shoot and will have the subject do something they actually do—and then we are quick to get those moments. We aim to capture their day to day routine and simply pick a few actions that would photograph well.
After that, we set the stage for great lighting and composition. If needed, we will instruct our subject while coaching them through the action, which helps them feel more relaxed and will look natural.
After the solo photographs we moved into an actual spin class Shaina was instructing. The lighting in the spin studio was dark so we had to modify it with some lighting so we could get great images of her while still capturing the darker mood of the spin studio. Our client was thrilled with the final set of images.
