About You - Shooting Sport 2017

In 2017 I’ve been asked to supervise the sport fashion shooting of About You - one of the top 3 online fashion players in Europe. It was the first serious sport shooting (after the first shooting in studio) for the company and we needed to find a good concept that would fit for the next runs as well. My task was to prepare the concept of the shooting with my team in advance to make decisions about set, photographer, models and poses. We decided to work with Florian Bison as a photographer and Birdfilm Productions for the organization on location.

We needed to visualize the categories beach & surf, running, fitness, outdoor and yoga. About You always stood for a brand that everybody could identify with. So we ensured, that models and sets were as realistic as possible to support a nice and easy accessible brand culture.

Very usual for a summer shooting that was happening in Germany’s wintertime we decided to shoot in South Africa. We had 2 days to prepare the last stuff like a final model audition and to make the pre-production meeting. Also the location scouting had to take place in this short time.