Laptop displaying marketing system analytics dashboard with New York City skyline visible through window in background.

Photo of Joanne doing a Split Squat for her digital workout program

Project Snapshot

  • Client: Joanne Ciprianni – Fitness Coach & Founder, Ciprianni Fitness
  • Project: Branding Photo & Video Session
  • Date: March 23, 2025
  • Location: New York City
  • Focus: Strategic fitness photo + video shoot to support Joanne’s first digital product launch: The Ultimate Glute Growth Guide
  • Deliverables:
  • Digital program stills
  • Module-based workout video segments
  • Intro video for lead magnet
  • Goal: Maintain the personal tone of Joanne’s transformation story while building out a branded content ecosystem for online growth and passive income.

The Challenge


Joanne had the authority, results, and community—but lacked branded content that could turn her experience into a scalable offer. She needed content that wasn’t just pretty—it had to teach, convert, and represent her personal transformation journey.


The shoot had to:

  • Reflect her authenticity and transformation story
  • Be broken down into digital modules
  • Include both stills and movement for multi-platform use (Instagram, lead magnets, e-commerce, and more)
Infographic comparing the wrong path of design-first website development versus the right path focusing on clarity and audience first.

Still Photo of Joanne In Between Workouts

Our Approach


We developed a visual system organized around her 4-week workout plan, filming and photographing every major move, tutorial, and transformation cue in her signature training method. Our production included:


  • Digital Fitness Program Stills: Clean, brand-consistent photos for PDFs, Amazon product links, and web use
  • Instructional Videos: Filmed sequences for each training module:
  • Glute Workout Intro
  • Hip Thrusts
  • Bulgarian Split Squats
  • Romanian Deadlifts
  • Seated Hip Abductions
Infographic comparing the wrong path of design-first website development versus the right path focusing on clarity and audience first.

Still from Joanne's demo of the seated Hip Abductions

A presenter gestures enthusiastically while speaking at a conference stage with projection screen in the background.

Concept Photo In Bettween Sets

A professional wearing a light blue lanyard sits at a table in a conference room during a networking event.

Still photo from the Romanian Dead Lift (RDL) Demo

Deliverables


15+ fitness stills for product and promotional use

  • Intro video for lead magnet
  • Video content for the following workouts:
  • Barbell Hip Thrusts
  • Bulgarian Split Squats
  • Romanian Deadlifts
  • Seated Hip Abductions
  • Thumbnail-style images for Amazon Store and Instagram promotions


This content became the backbone of Joanne’s first downloadable lead magnet—The Ultimate Glute Growth Guide—designed to help women (especially busy moms and weight-loss achievers) build confidence and glute strength with a simple but effective 4-week plan.


She now has:


  • A ready-to-promote digital product
  • High-value content for her growing Amazon storefront
  • A professional visual library to scale her online presence with authority

Why This Matters


For fitness entrepreneurs like Joanne, scaling impact requires more than workouts—it demands vision-aligned content that builds trust and generates revenue.


With strategic photos and videos, Joanne now has a digital asset that lives well beyond Instagram—and turns attention into action.

See A Sample Video Below

This is the instructional video for how to do the Romanian Dead Lift

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