Packshot strategy | Photoshoot




​Decathlon had started to exhaust the typical ‘model for hire’ approach for pack shots. We worked with Aqua Fitness to envision creating something fresh, different and fun. 

Decathlon invests in their employees, often utilizing employees for sport practice photoshoots, resulting in more realistic sports imagery.


However for packshots, they had always hired professional models, great for looking beautiful, but often lacking personality and customer affinity. Something new was needed, we quickly realised that the idea was already in Decathlon, but hadn't been tested “let's use Decathlon employees as the face of the brand for packshots”, the beautiful idea was born. This innovation allowed us to quite literally use ‘the face of the brand’ and achieve studio photoshoot quality, the result is vibrant and full of character, the results speak for themselves.

This little innovation also turned out to be a great cost-saving exercise, bypassing the fee for models with face shots. 

We forged a unique look and feel for Decathlon packshot which resonates with customers. This method has subsequently been adopted by multiple Decathlon brands. 
We headed the artistic direction, pre-production, production and post-production.

Pre-production  | Shoot location, casting (Professional models, Decathlon employees), creating a production team (Photographer, Make-up), coordinated on-set planning and organization of photographer/ models. We organised the set, props, accessories and product management needed for the entire shoot which included storyboard creation. Core to our role was the management of the budget and transport logistics  (Location Management, Travel Coordination, food etc).

Production  | Creative direction and production management of the entire team during the shoot.

Post-production  |   Creative direction and management of the entire post-production process, liaison between Photographer.

In collaboration with the Aqua fitness team.

“Maya has a strong artistic sense, curiosity, tenacity, daring and ability to lead production teams around the project. She demonstrated an ability to manage and keep budgets by always studying the best value / price solutions for each of the projects.”

Nathalie B. Brand manager / Decathlon Aquafitness


PHOTO    Damien Poullenot

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