SportsArt Shoot

*The post below was taken from Art Director Thad Tichenor's writings the day of the SportsArt Fitness Shoot, April 28.

Thad Tichenor -- Art Director/Stanton & Everybody

Cracked concrete, exposed pipes and hanging light fixtures make up the Georgetown warehouse where we’re currently shooting our latest SportsArt television and web campaign. Sound like a strange location to showcase high-end cardio and strength equipment? Not at all. The contrast of a raw and industrial backdrop to the sleek, modern lines of the machines is exactly what Creative Director Rick Stanton, had in mind.

The concept behind the spots, put simply, is to highlight the beautiful design and quality construction of the equipment using tight close-ups and slow pans over each machine in use. As an Art Director and exercise enthusiast, I can honestly say that it looks like we’re on the right track. It’s been fun observing the shoot and I look forward to seeing the end result.