This was a personal project between me and Sandy. For a while I had an approach I had never really thought of attempting a commercial look, especially to activity/sports/fitness related photography. I found that for the longest time my scope had been so narrowly focused on "fashion" that I didn't really look beyond models and designers. The idea initially sounded less than glamourous but that quickly changed when I realized the challenge involved with creating a very specific industry tailored look.
It's one thing to swear off popular styles and looks in exchange for ones own vision. I'm no exception to that mentality. However, I'm finding a value in trying to appeal to what's popular as well. It creates drive with a particular direction. It's focus.