Promotional Shoot with Basis London
Basis London wanted new marketing material to promote the opening of their new gym site in East London
The History
Basis London was founded by BJ Rule and Tom McAdam, who previously ran successful CrossFit affiliate box CrossFit City Road (CFCR). Their first CrossFit box opened in 2014 and over the next 7 years, expanded to include 3 more, all based out of various Gymbox locations. They opened their own gym, Basis London, in 2022.
I first shot with BJ and Tom back in 2015 for Crossfit City Road, and I continued to work with them for the next 7 years, shooting promo material, head shots, documenting live classes and various workout events.
The Brief
Basis had a different vibe to CrossFit City Road, so we wanted to change the style of shoot to reflect their new branding. This meant an image style with less punchy colours, contrast and hard lighting to a more clean, polished look, whilst style in-keeping with their roots of taking live action images of their class members in action.
We shot up-to-date head shots, imagery for their website, social media content (video and stills) and 360 images and both interior and exterior shots of the premises.
Head shot of BJ Rule, founder of Basis London
Head shot of Tom McAdam, founder of Basis London
The Results
Live action class images were used as website banners and for online marketing. Interior and exterior shots were used to illustrate the gym on the Basis website, documenting available kit and sense of space within the premises.
Live action shot of one of Basis' regular class members
Interior of the Basis gym
Product shots of the Basis merchandise
The 360 images used to help clients see the interior of the gym in a dynamic way, were uploaded onto Google Street View and have been viewed more than 80,000 times at time of writing (April 2024). We chose to do this to help build trust so clients could see the business before attending and increase search engine ranking.
A 360 image used for Google Street View, helping to build trust with clients by showing them the interior of the gym
Find Basis at www.basis.london