We brought Philly Create energy and collaboration to the Aloft rooftop in Brooklyn to create Future Tennis, a live photo activation for Focus Camera’s Focus Cup, held in collaboration with Sony. With two models, futuristic tennis styling, and a Nanlite lighting setup, we built an experience that gave photographers room to explore their ideas. Our activation took first place.
At Philly Create, we create live photo activations for brands, retailers, and event organizers. We bring creative direction, styling, models, and lighting together so attendees can step into a concept and create something of their own. Focus Cup gave us the opportunity to put that approach into action.
Future Tennis started with a playful mix of sports and fashion. We styled our two models in fun, futuristic tennis looks that gave photographers something unexpected to work with. The concept provided a starting point, and each person behind the camera could take it somewhere
For this activation, our work included:
- Concept development and creative direction: Shaping the Future Tennis idea and the overall look of the shoot.
- Styling and model coordination: Bringing two models and coordinating the looks for the activation.
- Lighting collaboration: Working with Nanlite to bring the lighting setup into the experience.
- Participant coordination: Organizing individual shooting time so photographers could direct the models and curate their images.
Working with Kelly at Nanlite was a great experience. We appreciated her support and the opportunity to give attendees time to shoot with Nanlite lighting as part of a styled concept. For camera and lighting brands, this kind of activation offers a way for creators to experience equipment while making images they care about.
One of the most important parts of our setup was how we approached the shooting. Photographers had individual time with the models to work through their ideas and get clean shots. They could give direction, try an angle, and take a moment to make the image their own.
That approach received a lot of positive feedback from both the Focus Camera staff and attendees. People appreciated having time to curate their shots. For us, that feedback reinforced how much the flow of an activation matters alongside the way it looks.
When a brand brings us into an event, the experience people have while creating is part of what we’re there to build. The concept gets them interested, and the time, guidance, and room to experiment help them participate.
The winning photograph for the Focus Cup was created at our activation. The photographer behind that image took home a prize package. Seeing someone turn our Future Tennis concept into a winning photograph made the day even more rewarding.
Thank you to Gianna and the Focus Camera team for inviting us, Sony for being part of the Focus Cup, and Kelly and the Nanlite team for working with us on the activation. Thank you to our models and every photographer who spent time creating with us. We loved bringing a piece of Philly Create to Brooklyn and look forward to working with Focus Camera again.
For brands planning an event, product launch, or camera store experience, Philly Create can develop a live photo activation around your audience and what you want to showcase. Our work brings together the concept, styling, models, lighting collaboration, and participant experience, with the scope shaped around your event.
We’re based in Philadelphia and available for projects in New York City, NJ, Delaware, Atlanta and Miami. Tell us your event date, city, audience, and what you’d like people to experience. We’d love to talk through what we can create together.
Plan Your Photo Activation with Philly Create