As one of the world's largest manufacturers of fitness equipment, Icon Fitness had a challenge. They needed to advertise a newly developed wearable amongst a saturated market while staying on brand with their other divisions. Under the direction of New York City based agency McgarryBowen, we decided on a realistic, warm, airy, style of image with plenty of space for graphics and branding. We shot in Utah for three days using local production to capture the wearable in several scenarios including swim, running and training.
