The Project:
Complete product range photography for premium fitness equipment brand
I photographed Lifted Movement's complete product range across 2.5 shoot days, capturing approximately 100 images that cover their full inventory. The brand creates designer-quality fitness equipment built to function in workouts and interiors equally well. The photography needed to solve a specific problem: customers weren't understanding the true colors and materials of the products when shopping online. My approach focused on delivering color-accurate imagery with high detail that clearly communicates texture and craftsmanship across marble, metal, and silicone finishes.
The shoot included free weights, silicone hand weights, kettlebells, resistance bands, the Deluxe Movement Mat, tote bag, duffel bag, dumbbells, the Arc, wedges, heat wraps, mini motivator, massage gun, hot pack, ice pack, and holiday campaign images. Working from Vancouver, I built a system that would make every product read as premium immediately. The challenge was twofold: show accurate finish quality while maintaining the editorial restraint that matches how these pieces exist in real homes.
The Challenge:
Photographing reflective finishes without distortion or color contamination
I structured the lighting with diffusion from the top left. This created dimension without harsh shadows and let me control how metal surfaces reflected light. Reflective metals and marble-like finishes can easily photograph with distracting glare or warped reflections that make products look cheaper than they are. I managed specular highlights carefully to keep the surfaces clean while preserving the tactile quality of knurled grips and etched logos.
Color management was important throughout the production. Silicone whites needed to read as pure white without cooling into blue or warming into cream. Metal end caps required true tonality to communicate their recycled steel composition. The felt case had to show the nuanced texture of its pile. I calibrated the workflow to ensure consistency across the entire inventory so the brand's site wouldn't have the piecemeal look that happens when images come from different shoots with different color temperatures.
The Execution:
Multiple orientations and macro detail capture for dimensional readability
I shot multiple orientations for each product: upright, reclined, and angled views that provide dimensional readability. Tight macro frames isolated details like the knurled grip texture, embossed weight numerals, and etched Lifted logo. These close-ups function as proof of craftsmanship when customers can't hold the product in person. I alternated between clean studio backgrounds and frames that showed the felt case as a material element, giving the brand options for different page types and campaigns.
The compositional approach treated each piece as a design object first, fitness tool second. Neutral, cool backdrops elevated the products without competing for attention or contaminating color. I used select reflective surfaces beneath certain shots to add depth, keeping reflections subtle enough to enhance rather than distract. Angles and cropping were planned to work across different formats, knowing the brand would need flexibility for different marketing channels.
Comprehensive visual system across product types and marketing formats
I delivered a photo collection that covers luxury fitness product photography needs from multiple angles. The set includes primary product images for e-commerce, macro texture shots for product detail pages, material-focused frames featuring packaging and accessories, and images formatted for holiday campaigns. Each photograph maintains color calibration and finish fidelity across the entire system. The brand now has comprehensive visual coverage that works from product pages to paid advertising without requiring customers to guess what materials they're actually buying.
The Impact:
Technical precision merged with design sensibility for dual-purpose equipment
The project demonstrates how sports and fitness product photography can merge technical precision with design sensibility. These products occupy a specific space between performance equipment and interior objects. The photography needed to validate both uses without sacrificing clarity for style or function for aesthetics. The result is a catalog that communicates premium positioning through accurate material rendering and thoughtful composition.
If your brand creates fitness products that need to justify premium pricing through photography that shows true colors, materials, and craftsmanship across your full range, let's discuss how a systematic approach to product photography in Vancouver can give you the visual consistency and detail your site needs.
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