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Marketing & Branding for It's Flex Time

Marketing and branding photo session for the fitness apparel brand

By Matt Pendleton Photography

March 3^rd, 2020

It's Flex Time!

I'm really excited to introduce my latest branding and marketing work with the team from It's Flex Time. They create amazing, great feeling fitness apparel for all levels of athletes. Owners Adam and Lauren wanted to create new images for their upcoming line of fitness shirts and setup an on-site marketing photo session.

We shot at Temple Gym & Fitness in Jacksonville, Florida with an early 7am call time. They brought the fitness apparel and I brought new photo assistant Piper Hansen to assist with lighting and BTS photos.

Marketing & Branding for It's Flex Time

The Setup

For this session, I was shooting inside and needed to ensure I created properly lit photos. I brought my Profoto D2 and B1X strobes. I can open up my aperture and increase my shutter speed thanks to the High Speed Sync (HSS).

Marketing & Branding for It's Flex Time

Super Hero Shirts

Lauren kicked off the shoot unveiling the Super Hero shirt collection. Paired with a few props and we started out with some great images. I chose to use a wide apeture (f2.0) to create a nice effect with the gym equipment in the background.

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

The Tanks

Next Lauren brought out the tanks. Piper and I moved around the gym to get a few different background looks. I also included fitness equipment to get the models in action.

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Doughnuts

Of course doughnuts and fitness makes sense! These shirts were some of my favs. I was able to play around with the equipment using the puns on the shirts.

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Doughnuts as heavy as dumbells.

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Let's Get Active

Switching back to t-shirts, I kept the energy going using even more fitness equipment.

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

How It's Made

Check out Piper rocking the camera while Stephanie performs a workout. Scroll to the see the final image. It really does help to have High Speed Sync to freeze and light this motion.

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Practice, Practice, Practice

Here's another behind-the-scenes look of Piper and myself trying out a pose before we had our models attempt. I had to get the framing right so we both had to try the medicine ball.

Who did it better?

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Yoga? I'm down dog!

These shirts were so creative. I had Stephanie practice a few of her yoga moves. Piper helped open the garage door and let in some nice backlight.

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Finishing Strong

I had the garage door open which gave us some nice backlight/rimlight and Piper helped us move equipment to final spot in the gym.

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Huge Shout Out!

Thanks to the Temple Gym & Fitness crew for shutting down the gym just for the shoot. Amazing space that you should definitely check out.

Marketing & Branding for It's Flex Time

Time to Flex!

Thank you to Adam and Lauren for such an amazing shoot. I had a blast working with all the athletes/models. I am looking forward to creating more images for the It's Flex Time team in the future!

It's pretty cool seeing my images helping their brand increase sales and tell their story.

Marketing & Branding for It's Flex Time

Behind-The-Scenes

Huge shout to my photo assistant, Piper Hansen, for these awesome BTS shots. I could not have done this shoot without all her help! She really captured our process and all the fun we had.

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Marketing & Branding for It's Flex Time

Schedule Your Photo Shoot!

I'd love to work with you and create images that tell your story. Let's get started now.

Footnotes

© 2019 Matt Pendleton Photography. Shot on location at Temple Gym & Fitness Jacksonville with Photo Assistant Piper Hansen.

FootNotes

© 2019 Matt Pendleton Photography. Shot on location at Temple Gym & Fitness Jacksonville with Photo Assistant Piper Hansen.

© 2026 Matt Pendleton Photography

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