Building a human, experience-driven image library for a growing wellness and human-performance franchise.
Commissioned directly by Upgrade Labs corporate, this work was created across active franchise locations in Riverton, Utah, and Lake Nona, Florida, as part of a broader three-day production. The objective was to build a versatile photography library supporting the brand and its expanding franchise network, translating technologies including cryotherapy, red-light therapy, cognitive training, and AI-assisted strength and cardio into approachable guest experiences.
The client provided the locations, talent, and an initial shot list while I developed the lighting, color, compositions, and talent direction on set. Using a nimble crew and primarily continuous lighting allowed us to work sensitively inside operating locations while capturing the staff guidance and human interactions that make unfamiliar technologies feel personal. The resulting imagery supported the relaunched corporate website, social media, in-store signage, brochures, and franchise marketing materials.