BARRY'S SINGAPORE
There’s a unique feeling when you step into the Red Room at Barry's. The lights are low, the energy is high, and the focus is intense. It's a space where people push their limits, find their strength, and forge a sense of community.
Our brief was to translate that very feeling into a comprehensive visual library for their Singapore studios, a collection of images to power their content, print, and social media for the year ahead.
The brief was to capture the honest truth of the moment. That’s the look on a face when the lactic acid kicks in and a new limit is found—that wonderful, grimacing, slightly uncomfortable look you get right before you break through!
We knew we had to focus on these unposed, unscripted moments; the sweat, the shared struggle, the triumphant laughter between friends, and the superstar trainers in their element. Just like the workout itself, our shoot was a high-energy, fast-paced challenge.
We started with a clear focus on casting, ensuring we represented the beautiful diversity of Singapore in terms of gender and ethnicity. It was a deliberate, planned approach to position our talent in each frame to showcase that powerful connection and reflect the community as it truly is. Because, while culture may be hard to see in the room, the bond created when you hit your limits together is a real, undeniable force.
Given the tight window to work around operational hours, production planning was key.
We scouted the space and ran our lighting tests the day before, ensuring we could hit the ground running. By dividing the room into two distinct lighting setups, we maximised our time on set and created a sense of visual variety while keeping the workflow seamless. We used continuous lighting to complement the Red Room's signature glow, creating a beautiful depth and allowing us to capture both still images and motion at the same time. This approach, where we're moving as fast as the talent, is what allowed us to create a high volume of quality assets efficiently.
Ultimately, this project was a celebration of people and their stories—the story of hard work, of finding your limits, and of the friendships forged through a Barry's session.
t’s about more than just fitness; it’s about the raw, heartfelt moments that make a brand feel truly alive. It was a full-body workout for us too, a unique experience that only happens in the Red Room!
Team and Tools:
Barry's Singapore| ENSEMBL | Augustine Chauvet | Fitness Lifestyle Group
Nikon Z8 x2 + Nikkors | 35mm | 85mm | 20mm | Profoto A1s | LED tubes | Amaran Panels
Colored and retouched on Photoshop CC
