Photo and video shoot

Art direction


When you're ready to get serious

This photo shoot centered around the message: "When you're ready to get serious about weight loss, you're ready for HMR." After considering hundreds of models, we selected nine who embodied our user personas, featuring a diverse array of authentic models as their most empowered selves. We post-processed color shots into black and white for a visually disruptive omnichannel marketing campaign.