Project The F-LITE G 300

Client Inov-8

Working with 5 times Crossfit Games athlete and 2016 winner of the Crossfit Games Jamie Simmons on a gym based photoshoot. The idea was to capture moments of intense explosive power in her workout to showcase the unique benefits of the F-LITE G 300 and its ability to combine power, comfort and toughness in the shoe. Jamie Simmons was the chosen athlete for this photoshoot due to her dominance as a powerhouse in the Crossfit industry, consistency in her competition finishes and celebrity in the sport. Key themes in the imagery used were: fast power, light power and strong power. This campaign promoted the Graphene used in the outsole and heel of the shoe, publicising its strength being 200 times stronger than steel, ensuring the shoe can handle your power no matter how explosive.

Concept Development | Creative Direction | Design