Having worked with British Athletics for many years branding the events arm and designing promotional campaigns leading up to the indoor and outdoor seasons, we were pleased to be commissioned by the athletics governing body UKA in July 2014 for a number of athlete photo shoots.
The objective of the shoots were to capture athletes in specific heroic looking poses to tie in with the new branding style for the 2015/2016 seasons, as well as to help position British Athletics as an inspirational brand and athletics itself as a mainstream sport.
With longevity in mind and factoring in having to work across 4 seasons as well as individual athlete’s schedules, we art directed the photo shoots so that the photographer could replicate the lighting set up easily for future shoots. All shots were taken at shoulder level in a set variety of poses so a consistent style could be maintained and an image library could be built up.
The first shoot began in July last year, taking place in the scenic picturesque Glasgow
hotel room, and we had the privilege of being able to shoot athletics stars such as:
– Katarina Johnson-Thompson
– Harry Aikines-Aryeetey
– Chijindu Ujah
– Lynsey Sharp
These images were then used across the 2015 indoor season branding, starting with the Sainsbury’s Birmingham Indoor Grand Prix event at the Barclaycard Arena in Birmingham city centre on Saturday 21st February.
With the event being held on our doorstep and athletes converging in on Birmingham, it gave us another opportunity for a photo shoot. What’s more, with a certain Mo Farah participating, we had the pleasure of speaking to him and capturing him on the day before the event. Have a look at our time lapse video of Mo’s shoot below!
We’d like to believe Mo’s first ever record breaking time for the 2 mile event of 8:03.40 was all down to our pep talk with him and having him envision himself doing the Mobot rehearsal as he crosses the line.
As well as the double World and Olympic champion and now record breaker, we also had the pleasure of snapping some of GB’s best up and coming talent, including:
– Chris Kandu
– David Omoregie
– Jessica Judd
– Charlie Grice
– Emelia Gorecka
– Mukhtar Mohammed
Watch out for them in the future, hopefully they’ll be following in Mo’s footsteps and breaking records themselves one day!
The photos will now be used across print literature and on digital graphics for outdoor media. Here’s a sample of what one of our final pieces of artwork looked like:
In fact, you may have seen one of our adverts already, as the first video graphic of the season for the Sainsbury’s Anniversary Games is currently being used on Transvision screens across London train stations.
We would like to wish all of the athletes the best of luck in the future, thank them for their time and for being amazing models!