S[UK] >>> Shooting the UK in SA

SUKA is a new UK sporting apparel retailer, and positions itself as a ‘gentleman’s sporting boutique’. Based in London, it will aim to capture afficionados within those core outdoor/urban sporting genres. My brief was to shoot road cycling, road running, swimming, triathlon and yoga in such a way that the imagery comes across as real and achievable, yet inspirational. I also had to tone down the Cape weather to make it seem as if, perchance, it could be set within the northern hemisphere. All I can say is the mist around Kommetjie worked like a charm. I portrayed their tag-line [Be The Athlete] through allowing the outdoor environment to dominate in the image, thus overshadowing the human element, while at the same time creating an outdoor arena within which the athlete could unleash his passion. Go check this incredible new company out at www.sukasport.com … Or even better, visit them the next time your in London!

Click here to see the pics

Location: All over the Cape, RSA

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