YMCA

When you’re shooting at the YMCA, you’ve got to be flexible. This campaign had something like 6 locations and 30 different setups in just a few days – which is insane. And we had to work around the Y’s clients who were there doing their thing. Outside of every frame is another action, another story: a Zumba class pumping up the jam, or a water aerobics group just going with the flow.

We planned every shot in advance and then quickly switched things up if things didn’t go according to plan. What mattered – what always matters – was finding something that worked for each subject and brought out their authentic selves. The whole project was totally fly-by-the-seat-of-your-pants and I mean that in the best possible way.