Story behind the image - Healthy Role Models Autumn 2021 Promo
Sep 04, 2021
To get the branding right for Healthy Role Models is always a tricky balance.
Being a health, fitness, and mindset company for women, billed as the Most Supportive Community Anywhere - sets a high bar for the narrative.
When putting together image campaigns these are some of the things that have to get right:
The images have to feel warm and approachable, that bits probably the easiest with Sarah and Tanna in the image. When they are free to be themselves, it shows on their faces and in their eyes - they ARE in fact having fun.
They need to look fit, but at the same time not too fit!
Sarah and Tanna are both very fit, strong and feminine. Too much front light and they lack definition, too much cross light and they will look strong in a way that many women believe they will get too muscular working out …gosh if it were ONLY that easy!!!
Amazingly through lighting, they can morph from fit, strong, beautiful women, to competitive athletes at the top of their fitness game. The light changes everything!
Getting the light right to tell a story of fitness, health, vibrancy and happiness, I believe, looks like this “Stronger Together” image. I feel like we nailed the balance.
Everything you see here was planned: Autumnal tones in the wardrobe (thank you Sarah Gilks); makeup was expertly painted to work with the wardrobe (Jessica Churcher), and hair styling needed work with light, be full, beautiful, healthy, and still move with the big fan to give it lift and life (Karly Menzies). Having a crack styling team makes the image, one of these elements wrong and the images won't stand up.
The box Tanna was sitting on was re-colored to brand colors for a tie in to the brand logo which also reduced the color palette. It’s often amazing how reducing the number of colors in an image changes the way we feel about it.
There is another important part in shooting a Healthy Role Models promo - #1 rule - no retouching!
Sure there might be a slight softening of the final image - no one wants to see a 60 megapixel shot so sharp you can see your pores! Softening is the only manipulation of the photo that may be considered retouching. I could use a lesser lens or camera for the same effect, so I don't consider it retouching.
As photographer, knowing I have to get this right IN camera definitely raises the bar. It’s a choice for Sarah and Tanna about being authentic with their community. I am not sure many people would know the images don’t go to retouching.
Why does it matter? Honesty and authenticity.
When a brand, or leader, isn’t aligned with their goals, when it’s a facade, one day the truth will become glaringly obvious and that’s a massive failure. I am proud that we get this all in camera, it’s made me a better photographer.
I love getting to be a cog in the wheel of Healthy Role Models making the world a little better place.
…which is just as well, because it would be terribly difficult to take great photos of your wife, if you didn’t believe in what she was doing.
If you have a friend in business or photography looking to learn visual branding, please share my post with them 
If you want to get the Visual Branding right for your business - www.yourvisualbrand.com
And if you want to make big changes in your health, happiness and fitness - www.healthyrolemodels.com
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