NOBULL Pride

Art Direction | Photo Direction | Concept Design |Print Design | Community Engagement

This project has hands down been my absolute favorite project to date. The LGBTQIA community in training and within CrossFit is so strong that we wanted to make sure that the community was what rooted this collection.

Involving the OUT Foundation athletes beyond ideation and using them as part of the design was going to be key.

We worked closely with the internal content team and an outside lighting expert to get the type of lighting we needed. Prepping a shot list and testing days before the shoot was important. Being subjects in the test run we learned what angles worked best and what camera setting would work in post production.

The final design needed to hint to body shapes, but not overtly look like body parts. Combining shots together to create a geometric, kaleidoscope-like texture created a more textural colorful moment. Adding in a linear overlay mixed with added noise gave the graphic the grit and movement we needed.

Check out the ideation, process and final designs below.