OnePercent is a fast-growing supplement brand built around the philosophy that marginal gains compound over time. The brief was to build a full content system from scratch — photography and film that could power the brand's launch across Instagram, the website, and paid advertising.
The work spanned lifestyle photography, product photography, and two brand films — all shot and directed end-to-end. The content was designed to work across formats: portrait for Instagram and stories, landscape for web and paid.
The photography needed to feel authentic and aspirational at the same time — grounded in real fitness environments and honest product presentation, without looking clinical or generic. Both lifestyle and product work were shot with that balance in mind.
Defined the visual language, art direction, and content strategy for the brand launch across all channels — Instagram, web, and paid advertising.
Directed both lifestyle and product photography shoots — location, talent, lighting, composition, and post-production.
Shot the full library of lifestyle and product images used across Instagram, the website, and paid ad campaigns.
Directed and produced two brand films — concept, storyboard, production, and post-production through to final delivery.
Two brand films directed and produced for the OnePercent launch — The Quest to the 1% and How OnePercent Helps Me Recover. Shot and edited end-to-end, the films capture the mindset and lifestyle at the heart of the brand.
Brand Film · Production
Lifestyle photography — shot to feel authentic and aspirational. Real fitness environments, real people, natural light where possible. Designed for Instagram, stories, and paid social at 4/5 portrait ratio.
Lifestyle · Photography
Product photography — clean, bold, and brand-consistent. Shot to work across e-commerce, web banners, and paid ads. Each image built to show the product at its best while staying true to the OnePercent aesthetic.
Product · Photography