The Project:
Full product line photography for a premium fitness equipment brand
I photographed Lifted Movement's complete product line over 2.5 shoot days, creating up to 100 images for their premium fitness equipment brand. Lifted Movement designs home gym pieces meant to live in your workout routine and your interior, combining designer aesthetics with functional performance. The shoot covered their full inventory: free weights, silicone hand weights, kettlebells, resistance bands, the Deluxe Movement Mat, tote bag, duffel bag, dumbbells, the Arc storage system, wedges, heat wraps, mini motivator, massage gun, hot pack, ice pack, and a collection of holiday campaign images.
The Challenge:
Solving the clarity problem for premium materials online
The photography focused on solving a clarity problem. Customers were not fully understanding the true product colors and materials online. For a brand built around vegan white leather, recycled steel with marble ends, and silicone finishes, any color inaccuracy or texture flatness undermines the premium positioning. When someone is considering a $196 mat, they need to see what makes it worth the investment before they add it to cart.
The Execution:
Accurate color and material rendering through controlled lighting
Working from Vancouver, I built the lighting approach around accurate color rendition and material clarity. The Deluxe Movement Mat presented the toughest technical challenge: white vegan leather with a pebble-grain finish can photograph flat, gray, or plastic-looking under standard lighting. I used soft, even illumination to maintain true whites while preserving the surface texture and subtle sheen that signals quality. A neutral gray environment isolated the product for accurate color control, preventing shifts that would make the mat look yellow on desktop and blue on mobile.
Macro detail work to showcase craftsmanship
The macro work became central to showing craftsmanship. I captured tight detail studies of the pebble texture, stitching, and edge finishing so customers could inspect the leather grain the way they would in a showroom. For the weights and kettlebells, I focused on the contrast between recycled steel bodies and marble-like ends, using controlled highlights to show the metal finish without blown-out reflections. The silicone hand weights required a different lighting setup to reveal their matte texture without making them look dull or cheap.
Function-first composition with design-forward framing
Composition choices centered on demonstrating function without losing the design-forward aesthetic. I photographed the mat in folded and arced positions to show its flexibility and thickness range: 7mm when flat, 14mm when ends are doubled up. This approach required no props or hands in frame. The Arc storage system was shot to communicate both its structural presence and how it displays weights as decor. Each product angle was planned to work across different uses: clean product page images, croppable social formats, and detail shots for email campaigns.
Seasonal campaign photography with visual consistency
The holiday campaign images extended the same visual language into seasonal context. I maintained consistent lighting and styling so these images felt like part of the core collection rather than a separate shoot aesthetic. Color accuracy stayed important here: whites needed to match across the full set so customers shopping multiple products would see a cohesive brand, not products that looked different depending on which page they landed on.
The Results:
True-to-life product imagery that justifies premium positioning
The final collection delivers true-to-life color and high-detail imagery that clearly shows texture and craftsmanship across marble, metal, and silicone finishes. Each product reads as premium at first glance. The images work across e-commerce product pages, social media, email, and press use. For brands creating equipment that is meant to stay visible in the home rather than hidden in a closet, the photography needs to justify why someone would display it. That comes down to showing real material quality and design detail in every frame.
As a Vancouver product photographer, I focus on luxury product photography for wellness brands that need to communicate both aesthetics and function. If you are building a fitness or wellness brand where product imagery needs to show white products, metallic finishes, and textured materials accurately without losing their premium feel, let's discuss your next shoot.
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