Two women in pink activewear perform lunges on green gym turf during a fitness workout session.

 

Capturing the community in motion.

 

ICIW // BRAND ACTIVATION

Athleticism, connection, and the collective energy of a community in movement. Covering these events for ICIW was about more than just documenting a workout; it was about capturing the authenticity of the brand’s presence in Amsterdam. The focus was on the dynamic interaction between influencers and ambassadors, freezing the raw intensity of the training sessions alongside the genuine social atmosphere.


This photography series covers two back-to-back events in Amsterdam: the ICIW x Joe & The Juice Running Collective and the ICIW x Club Sportive ambassador event. Produced with a next-day delivery turnaround, the project provided the brand with fresh, high-impact social content immediately following the activations.

Blurry black and white photo of two women in matching black t-shirts, one holding a drink with a straw.
Black and white photo of branded plastic cups with straws arranged on a round tray at an event.
Blurred black and white photo of runners in motion during a race, capturing speed and energy.
Blurred black and white motion photo of people walking on a street.
Blurred black and white photo of two runners in motion, capturing the speed and energy of a race.
Black and white motion blur photo of a runner sprinting, capturing dynamic movement and athletic speed.
Woman jogging in green jacket near historic brick building in Amsterdam, with people walking in background.
Group of runners jogging past the Rijksmuseum in Amsterdam on a cloudy day.
Group of people running on a sunny city street past shops during an outdoor running club event.
Group of runners jogging on a tree-lined path during an outdoor running event on a warm day.
Three young women taking a selfie outside a juice bar on a sunny day.
Black and white photo of a young man drinking from a cup with a straw, motion blur effect.
Person holding a green matcha smoothie drink with a straw in a branded plastic cup.
Smiling blonde woman holding a fresh juice outside Joe & The Juice store in Amsterdam.
DJ mixing music on Pioneer DJ controller in black and white photo at an indoor event.
Young couple smiling and chatting at an indoor social gathering event.
Woman in oversized jacket opening shopping bags on a table in black and white photo.
Woman wearing pink ICIW long sleeve zip-up jacket over a mauve ICIW sports bra, with a gold necklace.
Black and white photo of a fit woman in athletic wear working out in a modern gym with large glass windows.
Group of women in matching pink athletic wear celebrating together in a modern gym studio.
Group fitness class performing side-lying stretches on mats in a gym, black and white photo.
Black and white motion blur photo of athletes in white sportswear exercising in a gym under bright lights.
Women performing plank exercises during a fitness class in a dark gym, black and white photo.
Group of women in pink activewear doing leg raises on gym floor during fitness class.
Two women resting on floor under geometric light projections in black and white fitness setting.
Black and white photo of a woman doing sit-ups holding a medicine ball during a group fitness class.
People performing push-ups in a gym, focusing on athletic shoes and legs on a dark exercise floor.
Two women in pink athletic wear perform lunges on green gym turf, wearing New Balance sneakers.
Two women in matching pink sports bras and shorts stretching arms overhead in a modern gym setting.
Black and white photo of a woman in a white turtleneck sipping a drink through a straw outdoors.