Proposing a
Nuanced Approach
Teeter is growing in the home fitness market, and the brand needed to take a new look at the energy, authenticity, and diversity portrayed in their digital assets. I worked alongside the content team to do a deep dive, researching our current customer and defining segments based on that research.
After approval by the CEO to move forward with scheduling the photoshoot, I proceeded to direct test shoots with the selected models, plan the photoshoot details, and direct the final shoot at two locations over a two week period.
GOAL
Conceptualize and execute a new strategy for lifestyle photography that better reflects Teeter brand values and resonates with customers.
The proposal resulted in team alignment and the approval to move forward with test shoots.
The photoshoot successfully stayed on schedule and within budget. The photos are in post production and have started to be integrated into new brand initiatives.
