ATHLETIC GREENS - AG1

When we got briefed in on AG1's new photography campaign, we couldn't resist. The shots were sooo fresh. They were deliberately playful without being accidental, and just showed great taste.

We had worked with the creative team before, so we knew it would be fun to get into it and bring these shots to a transcendental-type-vibe.

THE CHALLENGE

The Athletic Greens creative team wanted to create a look that was both dreamy and spontaneous. Something to take the story above the present moment, almost like the memory of a great vacation. They used lighting in really clever ways to create visual contradictions - it's natural light, but at the same time it's not.

THE APPROACH

We explored a range of subtle split-tone grades to find the right mood. Slightly lifted blacks with a cool shift, vanilla-soft whites. You might notice a gentle glow - we developed a recipe in Photoshop to create these nuanced halo effects in the lightest tonal areas (aka not a filter!!).