Bjorn Borg

Bjorn Borg Body Coach


  • Create a series of photographic assets of Joe Wicks (AKA The Body Coach) wearing key Björn Borg apparel – to be used for PR, social media and website purposes.

What we did:

It was important that photographs provided varying looks for each of the key collections; lifestyle, running, training, active underwear and underwear.

“We first devised a shot list that offered multiple options for each category"

We first devised a shot list that offered multiple options for each category – changing styling, props and pose in each picture.

Our in-house team produced the shoot from conception to delivery – from location scouting and shoot planning to commissioning photographer Danny Burrows, sourcing hair and make-up artists, providing props and all additional styling.

As well as highlighting the key Björn Borg collections, it was important that the photoshoot also reflected the model’s ‘The Body Coach’ brand and his style of exercise. In order to achieve this, we used subtle props and simple workout equipment that mirroring that found in ‘The Body Coach’ online workout videos.

The location used allowed us to use multiple background, texture and lighting options – offering a wide selection of images to use across media outlets.

Once a final selection of images was made, all post-production was completed in-house and assets delivered to the client.