The Vision
This process began with a spec shoot I did with both NUX and Tangerine to showcase my skills and explore potential collaborations. I pitched creative concepts tailored to their respective brands and after they expressed interest, I shot right away and hopped on calls soon after with each brand to share the gallery. My goal was to convey what a paid session with me could look like for each brand. After seeing the final images, both NUX Active and Tangerine Paddle were impressed, and each wanted to move forward with separate paid shoots. The CEO and CMO of Nux Active decided they wanted lifestyle photos of their fall collection both in studio and outdoor which I knew would be wonderful as the fall season approaches and the warm weather and hiking fades out as winter creeps in and more active individuals start to workout indoors since the weather cools down. The vision was to highlight the durability and versatility of their activewear, with a focus on capturing diversity and movement which were included in their brand guide we discussed on our initial call. NUX’s fall line was all about high-quality pieces designed for active lifestyles, and they wanted to move away from the declining trend of loungewear.
The Planning
I conducted two planning calls where the CMO and I discussed the brand’s core values, how they stand apart from competitors, and what they'd like to avoid. She emphasized the importance of movement and durability, and I knew these were qualities we needed to bring to life through the imagery because they already had e-commerce photos. During the initial call, I reviewed their brand guide and started model and location scouting to find the best fit. I arranged for the morning portion to be in the studio, followed by an outdoor session in the afternoon. To further enhance the outdoor shots, I partnered with Electric Bike Company which complimented Nux and added a dynamic element. I also lined up a talented team to be on set, including Tiffany (@thatgoddessglow) as our makeup artist for the studio sessions, Dee, my content assistant (@thesocialclub.xx), and a photo assist to ensure every detail was perfect. I also scouted six models, all of different ethnicities, to ensure we represented a wide range of consumers. Our diverse casting ensured that the images resonated with a broader audience.
The execution
The execution was seamless. We started the day early in the studio, capturing high-quality, movement-centric shots of their fall activewear line. We had the models do yoga, pilates and hiit workouts in order to demonstrate the flexibility and quality of the activewear. In the afternoon, we transitioned outdoors, taking advantage of the natural light to capture more restorative movements that are good for recovery like hiking and bike riding in a variety of settings, hence the more loose and lightweight tops rather than the tight-form fitting pieces we captured in the studio.
The outcome
The final images exceeded my expectations. We beautifully captured their fall collection’s essence—durable, stylish, and perfect for an active lifestyle. The diversity of the models, the blend of indoor and outdoor action shots, and the seamless integration of the electric bike added more variety to the gallery. The marketing team was thrilled, and immediately began discussing future opportunities. This shoot was a unique opportunity to blend creativity with Nux's core values, and I’m proud of the outcome. It’s been rewarding to see the excitement from both NUX and Tangerine and how I've been able to build relationships that reflect my passion for creating meaningful, on-brand content. Who knew how valuable a spec shoot could be?! I included a reference photo from the spec shoot we did with Tangerine Paddle below if you've made it this far in the blog post & are curious about it. ;)
Brand Recognition
