FOLD PILATES CAMPAIGN

Campaign photography for Fold, capturing authentic movement and real moments at home with their reformer bed.

Shot across lived-in spaces with a diverse cast, the work explores how wellness equipment integrates seamlessly into everyday life - positioned between morning routines, family time, work calls, and quiet moments of post-workout satisfaction.

The aesthetic prioritises warmth over aspiration. Natural light filters through real homes, highlighting genuine interactions rather than performative poses. Pops of brand colour emerge through props and costume, grounding the imagery in Fold's visual identity whilst maintaining an honest, human quality.

This isn't aspirational wellness with candles and crystals. It's wellness that fits into every day.

Production credit:

Client: Fold
Agency: Matta
Production: Grama Film
Producer: Kristina Toffi
Assistant Producer: Fatma Taharraoui
Photography: Francis Augusto
Art Direction: Jess Webb
Creative Direction: Mike Smith