Last winter, the internal ad agency at Life Time Fitness contacted me to create their winter master brand images. This was a new project for Life Time, having used mostly summer images all year round, they wanted to create a library of winter images to use in their winter 2015 campaign. Life Time Fitness emphasizes how the few hours a week you spend in the gym helps you excel in all the activities you do in the rest of your active life.
In pre-production it was a great feeling when the art director put together a mood board full of images from my portfolio. It was during preproduction that I shared with the Krae Lausch, the creative director, images from a fat-bike snow bike race just two weeks before, that we decided to add a fat bike to the shoot. Life Time Fitness has a significant cyclist contingent of members, and runs the Leadville 100 mountain bike race, but had never looked at the newly growing fat bike market. In the end, we even used my brand new personal fat bike for the shoot.
We were fortunate to have a little more snow last year, and scouted locations all around the metro to find a space where we could get a variety of landscapes, from narrow paths through pine trees, to a large open area surrounded by birch and aspen trees. These images were going to be used in a wide national campaign and had to include a landscape that would feel familiar across the country. Additionally we needed a location with running, skiing, and snowshoeing opportunities.
Our shoot was ambitious for just one day, capturing winter lifestyle, running, cross country skiing, snow shoeing, and fat biking with two models. We lucked out with a perfect "warm" day, with beautiful soft overcast light. With the weather in the week or two prior to the shoot hovering in the single digits to teens, everyone on the crew enjoyed our day outside with temperatures in the 20s.
By the end of the day we captured over eight scenarios with both action and hero shots of each. It was a long day, but the planning and great crew paid off with a great library of images for Life Time Fitness.
Photographer: Nate Ryan
Creative Director: Krae Lausch - The Life Time Agency
Art Producer: Kat Dalager - The Life Time Agency
Designer: Ben Johnson - The Life Time Agency
Producer: Bobbi Peacock
Stylist: Ann Marshik
Hair and Makeup: Ashlee Ellert
Assistant: Josh Morris
Motorhome: Midwest Moho