In introducing a new product category offering, the SculpTive Collection, I was challenged with direction to create a visceral, high-intensity look and feel to capture the essence of the SculpTive collection’s design intent. From a technical perspective, the SculpTive collection’s compressive fabric allows for high-impact movement, thus inspiring this gritty yet elevated setting. Real-time motion and athletics allows for shots to sing against rustic brick, contouring shadows, and faded turf. Expressions communicate strength and focus in an effort to prompt viewers to associate SculpTive activewear with persistence and drive in whatever method they choose to get moving.