Behind the Scenes: GC Active's Activewear Campaign in Coolangatta
When Ashlea, the owner of Gold Coast activewear brand GC Active, reached out about shooting her new campaign, I knew straight away it was right up my alley. Then I found out we'd be shooting in Coolangatta. Even better.
Two Days From Enquiry to Shoot
It was a last-minute booking, so I called my friend and assistant Anika (you'll know her by now if you've read my previous blogs), and we had everything organised within two days. Crazy, I know.
I built a mood board from Ashlea's brief, and we were aligned on the creative direction almost immediately. Quick planning works when the brand and photographer share a vision from the start.
Meeting the Team
I'm not going to lie, the start of a shoot is always a little stressful. You're meeting everyone for the first time, in this case our two models, Lily and Kira, and learning on the spot how each person moves and works in front of the camera.
That part never gets old, though. Within a few minutes you start to see what makes each person feel comfortable, and the shoot finds its rhythm while everyone learns more about each other.
Part One: Lifestyle shots at Coolangatta cafe
We shot the first half of the campaign at a gorgeous cafe just near the Coolangatta Surf Club, drinks in hand and vibes running high. Relaxed, social, lifestyle-driven images show activewear the way people actually wear it, which is what modern activewear brands want from their campaign photography.
We shot the first half of the campaign at a gorgeous cafe called Espresso Cooly, drinks in hand and vibes high. Coffee was a core prop in Ashlea's brief and our planning, so we leaned into it, using coffee throughout this half of the shoot.
The goal was to capture true Gold Coast culture: hot girl walks, coffee catch-ups and, of course, doing it all in athleisure wear. These are the moments GC Active is made for, and I'm very happy to report I think we absolutely nailed it.
Part Two: Beachside in Coolangatta
After the cafe, we headed down to the beach for the second half of the shoot, and let me tell you, we couldn't have asked for better weather. Blue skies, zero wind and flat water - perfection.
This half of the shoot also leaned into the athleisure wear side of the campaign. We used headphones and yoga mats as props to capture the active, on-the-go lifestyle GC Active is all about. Paired with the Coolangatta sunshine and our light reflector, the images came out perfectly lit. I almost didn't have to edit them!
Highlights From the Day
A few moments made this shoot extra special. We had multiple visits from whales in the distance, a true Gold Coast moment, and I got to work on yet another campaign with a team of like-minded women. Days like this remind me why I love what I do.
Working With Small Gold Coast Brands
Shoots like this are why I love working with small businesses on the Gold Coast. Ashlea trusted the process, Lily and Kira brought amazing energy, Anika brought good vibes and a helping hand and together we created an activewear campaign that feels true to GC Active: relaxed, confident and made for real life.
Why Your Brand Photos Aren't Converting
If you're a brand paying for photos but the results aren't paying off, this one's for you. I might push a few buttons saying this: your mood board is not your shoot brief, and it's not creative direction.
From years of working with brands, I've learnt that you need all three pieces together:
The mood board: the visual inspiration
The brief: what the images need to do for your business
The feeling: what you want your customers to feel when they see your brand
Once those are aligned, the real work starts: working out how to communicate all of it in the images. That's how you get high-converting brand photography that actually sells.
Book Your Next Brand Campaign Shoot
Ready for your brand photos to convert? Whether you need lifestyle content, product imagery or a full campaign, I'm confident in bringing your vision to life. Get in touch here:
