Behind the Scenes: Our Lifestyle-Focused Activewear Campaign with FORM

We recently had the opportunity to photograph a fresh new activewear campaign that celebrates movement, individuality, and style. The shoot took place in a clean white cyc studio, allowing the focus to remain entirely on the women and the bold colors of their activewear sets.

A Minimal Backdrop, Maximum Impact

The seamless white cyc was the perfect environment to highlight the collection. Stripping away distractions let the activewear and movement take center stage, while creating a timeless look that can adapt across multiple marketing platforms—from social media to e-commerce to brand campaigns.

Celebrating Individuality

The campaign features three women, each styled in a different colorway. This choice wasn’t just about variety—it was about representation. Each set reflected a distinct mood and personality, showing that activewear isn’t one-size-fits-all. Instead, it’s about how the pieces move with you and empower your unique lifestyle.

Lifestyle-Focused Posing

Rather than sticking to traditional fitness poses, we leaned into a more lifestyle-driven direction with an emphasis on movement. The women were captured in moments of natural movement and relaxed confidence—stretching, laughing, and connecting with each other.

More Than Just Activewear

This campaign is about more than clothing—it’s about a mindset. It’s about women feeling strong, comfortable, and stylish in whatever they set out to do. By combining minimal backdrops and authentic movement, the imagery reflects the essence of active living in a modern, relatable way.