Fitness Lifestyle Photo & Video
Future Fit App (San Francisco, California)
Future Fit App, “the most expensive app in the App Store” built something never before seen - a service that connected anyone, anywhere to their top-tier personal trainers in California. To build connection to their customers (through app UX, digital, advertising, and production activations) the company leaned on a mix of aspirational fitness and active lifestyle imagery and high-energy portrait photography.
Photography, Cinematography, Direction: Kaare Iverson
H&M: Sarah Ashton, Janet Mariscal, Dominique Rose, James Anthony
Stylist: Natalie Papova
Set Design: SF Surface
Digital Tech: Paulo Placencia
Lighting Assistants: Michael Jirkovsky, Steph Meyers, Matt Mimiaga
Future had extensive photography and video needs during their startup. My team shot an exercise movement video library for their app UX/UI as well as for advertisement, digital, and web banners. Photography needs spanned portrait, fitness and movement, ad, apparel, and e-commerce.
Movement, portrait, product, apparel, laydown, e-commerce, studio, lighting design, set design, photo, video, you name it, over 3 years I helped establish and evolve a visual language shaped the Future fit app and ecosystem.