As a professional retoucher, I had the privilege of working on several fitness campaigns for JAXJOX, including a standout campaign in 2022 featuring former Super Bowl champion Vernon Davis! My role was pivotal in refining and enhancing the visual appeal of these campaigns, aligning them with JAXJOX's premium branding.
Former Super Bowl champion Vernon Davis for JAXJOX, 2022; Retouched by Kateryna Lebedynska @kateryna.lebedynska
Campaigns Details
Since 2021, I've been involved in retouching fitness lifestyle photos that showcase JAXJOX's flagship product, InteractiveStudio. The campaigns featured both male and female models, utilizing various home environments to highlight the product's versatility. The images ranged from full lifestyle shots to close-up product displays, both with and without models.
My Role
My primary responsibility was to ensure that each image reflected the high-end, commercial/fashion photography style that JAXJOX envisioned. This involved meticulous color grading and adjustments to ensure that each image not only met the brand's aesthetic standards but also maintained consistency across different marketing channels, including social media, the company website, and email marketing.
Specific Tasks Undertaken
Image Cleanup: Addressing imperfections in the models' appearances and the home environments. This included smoothing wall textures, removing power cords, and cleaning or adjusting props like yoga mats.
Environmental Adjustments: Removing unwanted props and elements to ensure a clean and focused visual appeal.
Color Grading & Correction: Enhancing the overall look and feel of the images to align with the premium branding of JAXJOX.
Superimposing Design Elements: I was tasked with superimposing live workout designs onto the product's TV display, making sure the trainer and data were noticeable and engaging.
Continuity Assurance: Ensuring visual continuity in each room environment, reflecting a cohesive brand image.
This project was a comprehensive exercise in aligning visual content with brand identity. The challenge of maintaining a high-end look across various images was met with detailed attention to color, environment, and overall aesthetics, ensuring that each image not only stood out individually but also complemented the entire series for JAXJOX’s digital marketing materials ;)
