CAMPAIGN CONCEPT—REST AND RECOVERY

january 2022

wole ajagbe: producer, principal photographer | LAKISHA ALLEN: MODEL, TALENT SCOUT | CARISSA COWMAN: MODEL

Inspired by the toughest winter season yet, this new series confronts the notion of starting the year with an upstart on new goals and presents a more human alternative: pause, catch your breath and take care of yourself and those around you. Captured in fading daylight with Carissa and Lakisha, the two incredibly brilliant minds who designed the wardrobe and makeup brought this concept to life.

  • Create a self-aware campaign concept for activewear and athleisure brands centered around wellness and recovery rather than aspirational fitness.

  • One of the fundaments of wellness and recovery is focus on the breath. To convey this, we opted for with light, airy tones, a neutral palette and a shock of color with the orange.

    Poses were all mid-stretch or recline; specifically highlighting the moments between and after workout sets. This downtime was held together with soft-early evening light to convey a sense of perpetual calm.

  • A solid proof-of-concept for an off-center, approchable campaign for athliesure apparel brands, mostly still images for Lakisha and Carissa’s portfolios and a relationship with a brilliant new studio in Baltimore City.