Let’s F-in’ Do This: Behind the Scenes of the CrushCamp HYROX Re-Shoot
The first shoot was all about capturing the moment as it happened; raw, reactive, and energetic. But this time, we focused on shaping those moments with intent.
The follow-up session with CrushCamp was about creating the final content for their 12-week HYROX training program, launching July 19. You can check out their website for updates. We came in with a tighter plan and a clearer creative direction. This wasn't just a workout shoot. It was about defining the visual identity of the brand.
What Changed: From Quick-reaction style to Controlled and Cinematic
In that first session, we moved fast and let the energy lead. Some great shots came out of it, but it also showed where a bit more control could take things to the next level. I wanted to give CrushCamp exactly that. So we adjusted. We came back with structure, direction, and a creative strategy that matched their ambition.
Lighting Setup That Worked
One of the strongest brand anchors is the bold neon sign: "Let’s F’in Do This." It’s dramatic. It speaks to anyone chasing real progress. That sign set the tone. We built scenes around it, guided by a mood board we’d agreed on ahead of time.
“let’s f***ing do this
Key light: slightly above eye level, camera-left to sculpt facial features and muscle tone.
Fill light: 1–2 stops lower on camera-right, keeping shadows controlled but deliberate.
Rim light: not used in the end
I also used the wall mirrors not just for composition, but to bounce light back onto the athletes. Small detail, but it really helped shape the lighting. The results? Moody, clean, and sharp.
Directed, not forced
Each scene was carefully shaped, but never forced. We worked with the athletes and coaches to recreate real moments of effort and focus. Nothing was faked. Everything you see — the tension, the form, the connection — it all happened. Our job was to make sure it translated.
Whether it was the rowing machine, the SkiErg, or group coaching moments, every shot reflected genuine interaction.
Mood Board Magic
Before the shoot, I built a visual direction and used it to brief the team. That helped align everyone. When coaches and athletes know the look and feel you're aiming for, it shows in the output. Shared clarity always makes for stronger work.
Real Results, Real Feedback
During the shoot, we reviewed shots as we went, adjusted lighting, tweaked angles, and stayed open to new ideas. That collaborative flow made the difference. Together, we produced a set of images that are bold, cohesive, and on brand.
Why This Matters for Small Business Branding
If you're a small business owner, whether it's a gym, spa, or café, here’s the takeaway: you can’t fake consistency. You have to plan it and execute it properly. This second shoot with CrushCamp is a great example of how to build a recognisable and ownable visual identity. With a consistent lighting approach, a controlled environment, and repeated brand anchors, you can create a dynamic image library that truly reflects who you are. You move from posting randomly to sharing with purpose. That kind of consistency builds trust. And with trust, your business grows.
Ready to Build Your Brand Library?
If you're a small business owner ready to get serious about your visual presence, I offer Small Business Branding Packages that make it easy to:
Define your look and feel
Shoot high-quality visuals tailored to your business
Build a flexible content library for websites, ads, and social media
Create visual consistency that reinforces your message every time
Let’s make your brand unmistakable and unmissable. Reach out or head to seanbellcreative.com small business branding to get started. Let’s make it happen.
Spotty Dog, CrushCamp!
And if you're reading this and want a proper gym program that delivers, check out their 12-week HYROX block. Starts July 19th . It’s old-school, and it works.
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