RISE Strength and Conditioning, a female owned gym in Shanghai launched this campaign for international women's day, challenging the concept that women shouldn't be physically strong, and that muscles are unattractive. Over the course of a day we brought in 8 women from the gym to talk about their perspectives of strength and what their bodies can do, followed by a short workout session to capture images of them in action.

To launch the campaign, the gym ran a throwdown for its female members, another event to shoot.

What goes into a campaign like this?

This was a two day shoot, one day for the video campaign, the second day shooting the event. The campaign involved 3 final edited shoots (the full length above, a shorter version as a teaser, and then a spinoff video about the gym), a collection of GIFs and a photos. The saw almost 100 edited photos and an event recap video.