Commissioned directly by SAGA Fitness, this project involved creating a series of product lifestyle images showcasing their BFR Cuffs — a blood flow restriction training device — during a HIIT-style workout, modelled by UK-based fitness influencer and model Carmelito Vidamo.
BFR training is a specific and technical fitness methodology, and the imagery needed to communicate both the intensity of the workout and the role the cuffs play within it — making the product feel credible and compelling to a fitness-literate audience.
Working with a genuine fitness influencer rather than a generic model was central to achieving that credibility, with the content also repurposed as part of a mini social media campaign across Carmelito’s own Instagram channels.
The dual-purpose nature of the commission — brand imagery for SAGA Fitness alongside influencer content for Carmelito’s audience — required a considered approach to ensure the imagery worked effectively across both contexts and both audiences simultaneously.
Photography and Production by David McConaghy.
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