The Bunker is a boutique gym located in Surry Hills, Sydney under the same family as Fitness Playground gyms. The space is inspired by the raw and industrial materials of the original basement interior. The vision was to make The Bunker the sexiest gym in Sydney.
As the in-house photographer and content creator, I was appointed to develop a series of images that encapsulated the brand identity and sell memberships before the gym was built.
Client: Justin Ashley & Serra Burmin
Photography: Tina Lee
Creative direction: Alice Lo
Graphic Design: Alice Lo & Suharyanto Putra
Developer: Andy McLennan
Copywriting: Justin Ashley, Hannah Ghaus & Joh Parsons
Talent: Kris Andre, Chris Beight, Serra Burmin, Laura Schellenburger
Architect: Joe Snell
How can we craft a perception of the gym before it has been constructed yet?
The research process began by first understanding the brand personality of The Bunker.
The Bunker was:
We wanted to feature real personal trainers rather than professional models. The imagery was to portray a sense of rawness and grit that conveyed emotion over function. It was to be aspirational. Lighting played a crucial part of the photoshoot as the entire light source in the space relied on artificial lighting.
Below is the final imagery and its application after 4 weeks of preparation.
Application of Imagery
When the facility was build, I captured the interior of the space which was featured in GQ Australia and Concrete Playground.