Commissioned directly by SAGA Fitness, this project involved creating a series of product lifestyle images showcasing their BFR Cuffs — a blood flow restriction training device — during a HIIT-style workout, modelled by UK-based fitness influencer and model Carmelito Vidamo.

BFR training is a specific and technical fitness methodology, and the imagery needed to communicate both the intensity of the workout and the role the cuffs play within it — making the product feel credible and compelling to a fitness-literate audience. Working with a genuine fitness influencer rather than a generic model was central to achieving that credibility, with the content also repurposed as part of a mini social media campaign across Carmelito's own Instagram channels.

The dual-purpose nature of the commission — brand imagery for SAGA Fitness alongside influencer content for Carmelito's audience — required a considered approach to ensure the imagery worked effectively across both contexts and both audiences simultaneously.

This project is representative of the fitness photography, sports lifestyle photography, and influencer content production David regularly produces for health, fitness, and consumer wellness brands — from single-day product shoots to fully produced influencer campaign productions.

Photography and Production by David McConaghy