As the in-house photographer and content creator, I was appointed to develop a series of images that encapsulated the brand identity and would 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?
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 built, I captured the interior of the space which was featured in GQ Australia and Concrete Playground.