The purpose of this shoot was to produce lifestyle imagery for the Wattbike AtomX product launch (and beyond) to be distributed across all digital media platforms. Our aim was to shoot showcasing ‘real’ athletes getting their training in the ‘real’ world. So that this was achievable and realistic this was all to be shot in a home environment for an authentic location presenting that fitness as something that is certainly not always pretty or perfect. From seeing unique Wattbike set-ups or fitting sessions around their daily routine being the main focus.
To accurately cast for this brief we decided to put forward a female model to represent audience segments of dedicated sports, focused fitness and everyday exercisers between the age of 30-45. Rather than a complete novice we decided to showcase a model with experience in cycling however not to a professional standard and with average physique. So that we could focus on the brief we carefully selected a model who was passionate about sports and like to compete in a chosen sport. Recognising cycling as part of training to keep fit and improve performance and sporting ability kept this true to form and as ‘real’ as possible.
The end results captured our sports model in training on The Wattbike AtomX is the industry's most advanced commercial smart bike. With ground-breaking design and cutting edge technology, the AtomX shoot covered a range of workouts and challenges, and integrated digital shifters whilst at the comforts of being at home revolving around day to day life for the average user and enthusiast and captured the brief perfectly.