Project Overview

Garmin approached us with a photography project, to create the key visuals for their Instinct  watch series. They wanted to engage people who like to keep active and live a wild and fun life.

To showcase both sides of this lifestyle we divided the project into two series.

Person skateboarding down a road, holding onto a moving vehicle, with wind turbines in the background.
Group workout session in a gym, featuring a person performing box jumps, a woman doing push-ups, and a coach clapping and encouraging them.

Be Active

Be Wild

It was important that the images staid within the world of sports but carried authenticity of the wild and fun lifestyle of the Instinct. With that in mind, we opted out of hiring traditional commercial models and hired five professional dancers who also have a very sporty lifestyle. 

Key Visual

The Garmin Instinct Global campaign had already been released, and we were hired to create to key visuals for the Asian Region.

Working with Garmin we got a feel and understanding of the tone, and they provided these two mock ups for the shoot.

Sketch of a tactical wristwatch with digital display showing times and settings, accompanied by the text "Whatever you do, trust your instinct."
Abstract sketch of four people sitting with overlay text, 'Whatever You Do, Trust Your Instinct.'

Based off the mock up and references we were able to deliver the two final images to create these advertisements.

Garmin smartwatch advertisement featuring the Instinct 2X, showcasing its rugged design and GPS functionality. The text "Whatever you do, trust your instinct" emphasizes reliability and durability.
Group of people having fun with skateboards and bicycles on a truck, promoting Garmin Instinct 2 series watches. Blue sky background and text that says "Whatever you do, trust your instinct."

Here are some of the other images we created for social media and local campaigns.

Woman climbing a rope in a gym
Person with tattoos and smartwatch lifting a large tire
Woman in activewear stretching in a gym setting
Person exercising with a kettlebell in a gym, wearing a red smartwatch and athletic clothing.
Group workout session with multiple individuals doing exercises; one man is performing a box jump, a woman is standing with raised arms, another woman is crouched in encouragement, and a man is doing push-ups on the gym floor.
Man with short blond hair in a black sleeveless hoodie and light shorts checking a watch, in an industrial setting.
Woman climbing a rope in a gym, wearing a smartwatch and hoop earrings.
Man lifting barbell in gym
Group of people at a skate park with one person skateboarding and another riding a BMX bike.
A person in an orange jacket and brown pants performing a parkour move over a concrete structure, with a blue sky and trees in the background.
Woman riding bicycle in park, pointing up at blue sky, trees in background.
Two people sitting on a colorful blanket outdoors, with one holding a skateboard. Both are wearing casual outfits with sunglasses. Palm trees and a clear blue sky are in the background.
Skateboarder wearing a blue beanie and beige puffy vest standing on a skateboard with a pink deck, against a clear blue sky background.
Group of stylish young adults outdoors with a skateboard and surfboard.
Person checking surfboards in low light near wind turbines.

BTS Video

A blue sky is a big part for the “Be Wild” scene. Due to the unpredictable weather in Taipei, we decided to do the whole shoot in Taichung. We also found this industry cross fit gym, Middle Island” in Taichung that fit perfectly for the shoot.

It was such a intense and fun day for everyone!

Hand-drawn cityscape with motorcycles, buildings, and signs with Chinese characters.

Timeline

4 weeks pre production

2 weeks - Shooting +Editing

Services

Creative concept

Production

Photography

Photo editing

Equipments

Canon EOS R3

Team

Photographer: Jasmine Chang
Producer: Jasmine Chang, Wayne Hung
Assistant: Rayson Teng
Gaffer: KT Lin, Jo, Simon Chen
Stylist: dou dou
Make Up Artist: 芝芝
Hair Stylist: Eugene
Model: lu, Yao Bai, KuoWei, Dimple, YaChun