Monica May Gets Active with Reebok and Gigi Hadid
Athleisure changed the way consumers think about what streetwear can be, bringing a more active energy into the every day, but the other side is that it demands a more polished look at the gym. Luckily for Reebok they’ve got Gigi Hadid on the case. She was one of the pioneers of Athleisure and the perfect spokesperson to show off what Reebok is up to. For their Spring/Summer 2017 campaign, Reebok needed a photographer who could give them all the imagery while straddling multiple aesthetics and bringing it all together into a single story. Monica May was the perfect partner. “[Reebok] wanted to transition these into different things. There were a couple of outfits that were strictly workout but then also because it’s Gigi Hadid they could transition into something more lifestyle,” says Monica. “We wanted it to feel cinematic, we wanted to transition from what they had shot before into Spring/Summer and have the space feel light and airy and also be able to capture a mood.” Monica and Reebok concepted a hugely broad campaign but kept it all in one physical location, starring only Gigi. And it wasn’t limiting at all.
To pull it all off Monica needed her subject to be present, active, and available in every moment. That’s precisely what Gigi offered Monica, keeping the shoot moving so they could get every possible image. “She was great, she was such a delight, she was a lot of fun and she came in with a lot of energy,” says Monica. “There were so many shots and so many outfits that came through the client and came through the agency but in terms of the overall vibe and energy she was so sweet and I think that’s what made for a really great shoot.” Gigi is more than just a model: she’s an international icon whose influence reaches into fashion, athletics, and art. Monica activated each of those elements to reveal the full range of what Reebok has to offer.
In order to show everything Reebok created for the season, Monica wrangled a bevy of disparate elements, keeping the logistical demands moving, and letting that play in the background while she captured exquisite imagery. “That comes from really making sure that you’re as prepared as possible. It’s all that prep work that was the challenge,” Monica says. “But it went really well and the timing went really well and we were able to sneak in some extra shots that they wanted, and got [Gigi] in on time and got her out when we were supposed to!” Even with the impressive needs of Reebok and the client, plus working with one of the most in demands names in the world, Monica was able to balance all of it and bring images that are energetic, intimate, and fun.