Inspirational Photography

Guiding Principles:

The primary purpose of Inspirational Photography is to capture talent in authentic moments and seasonal activities that showcase clothing and gear in the actual environments they are intended. Looks are made up of priority Equity brands or Seasonal categories and themes. They celebrate telling a visual story and not the specific evaluation of merchandise so they can live longer in our ecosystem with the flexibility to represent categories and themes during the seasonal calendar or website PLPs.

Here are some tips for creating effective imagery:
 

1. Find the Moment

The role of our Inspirational Photography is to celebrate authentic moments and seasonal activities in natural environments. Our focus is emotion first with merch being visible but not the priority. We look to capture a piece of the story that inspires action. Be spontaneous— welcome both expected and unexpected. Allow a photo to unfold, embracing the impromptu, rather than forcing the shot.

Even when authenticity of the moment is the focus, be aware of how merchandise is portrayed as products should always be well represented.
 

2. Find Your Angle

Look to create interesting and dynamic angles to bring the viewer into the photograph. Whether shot low (to bring products closer), from above (to give more context to a garment or activity) or at eye level (to help draw the viewer in)—find the one that captures the feeling of being part of the moment.
 

3. Find the Emotion

Everyone loves the thrill of victory, but not all emotion needs be celebratory or big smiles. Anticipation, excitement, frustration, resilience, focus, confidence are all engaging. Note that not all emotion needs to be based in action. Reflection, showing up and striving to be a better version of oneself are still emotive. Look to capture the emotion that best suits the moment.

We treat the camera as a trusted friend, one we can interact and have direct eye contact with. We use it to help exude a sense of confidence with our subject(s). Let it help tell the story.
 

4. Backgrounds

Whether an urban setting or out in nature, backgrounds help add context, texture and authenticity to a photograph. Using soft focus, cleaner backdrops and natural horizon lines keep balance and help ensure the image isn’t being overwhelmed. Be sure the background works well to easily convey the activity while allowing the product to be noticed.

When thinking about locations, look for areas that are without obstructions, extra visual noise or any distracting elements—and consider what could be cleaned up in retouching if needed.

Note that any props being utilized should relate back to the activity or sport taking place. Keep them to a minimum and make sure they don’t overwhelm the moment or product.
 

5. Depth of Field

Adding depth of field to the foreground or background of an image helps to give the composition a greater sense of realism. The shift in focus and perspective help to make it appear more natural and invites the viewer into the photo.

This is an ideal tool when looking to focus on a particular aspect of an activity or product.
 

6. Lighting

Photos should always utilize natural light whenever and wherever possible. Sun flares and back lighting work nicely when outdoors, while end-of-day light and wet weather conditions help enhance specific stories or products.

Be mindful of blowing out product with backlighting that overwhelms, or having details in too much shadow and heavy contrast, that make them go unnoticed.

If additional lighting is required, setups should aim to mimic the natural light of the setting or environment.
 

7. Composition

Depending on the visual story you are trying to tell, image composition can help lead the eye and create movement. Use the rule of thirds for off-center crops to move the eye across the frame, while an over-the-shoulder vantage point help bring viewers directly into the image.

Framing architecture with dynamic angles or perspective lines work to draw attention. Using odd numbered groupings, the golden triangle to stagger talent and intentionally cropping talent can create depth and better use the frame.

Remember to keep ample space around subject(s) for use with our Chek Supergraphic icon. Reference Foundations for more details.

Go to Foundations—Graphic elements overview

8. Cast of Characters

We are thoughtful and representative when casting talent. We strive to reflect the unique diversity of Canadians in age, culture, gender, body-type and otherwise. We also look for unique character aspects that help set our talent apart.

Be mindful that certain sports will require individuals with specific skills in order to best represent the activity and ensure authenticity.
 

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