Do You Even Lift Bro?
MAN.UP ® focuses on what drives each of us to succeed, what challenges us, and what helps us to be the best version of ourselves. So when we shot this we knew we had to put the models under the same stress as the people who train in MAN.UP on a day to day basis, whilst still showing off the clothing.
Being a fitness apparel brand with a difference, we had to keep that in mind and shoot in the gym as well as out of it. We used alternative locations and unusual methods such as flares to keep the essence of the brand in place.