Eva Clarke and I have competed in races together a few times now. She’s upfront and I get to hang around somewhere in the middle. We recently shot the Under Armour Middle East launch campaign together.
Eva has an inspiring accolade of sports achievements under her belt but when checking out her Facebook page pre the UA shoot, I found a page rich with inspiring stories and achievements but pretty weak on strong visuals. I reached out to her and we spent a couple of hours in the gym building a bank of images to help Eva tell her story.
I had no real game plan when we started. Normally, I have quite a clear idea on deliverables and creative direction but on this occasion it was athlete led. I wanted Eva to inspire me so we just played around a lot. My motto is always to shoot ‘real people in real places’. Eva is certainly real and she commands the gym, it’s her place. We collaborated well with ideas feeding ideas… add some strobes and a camera and we got some pretty cool frames…