From Skate Deck to Yoga Mat
Newform is a free recovery and mental wellness platform built around the idea that no two paths look the same. Members find their people through Spaces — communities organised around how they actually live, from running clubs to sober sailors to skateparks. The campaign needed to speak to each of them without splintering into five separate shoots.
We started with one image: a first-person view, feet down, person mid-step on a skateboard. From that anchor, we built a Weavy workflow that treated character, clothing, footwear, and the held or visible object as variable inputs — everything from the waist down — while locking the POV, the lighting, and the sense of motion.
The Process
Rather than reshoot per community, we structured a single base prompt and let Weavy iterate the variables.
- POV anchor: The first-person camera angle, focal length, and shadow direction were fixed across every output. That's the campaign's visual signature — keep it constant or the cohesion falls apart.
- Variable inputs: Footwear, lower-body wardrobe, surface, and the visible object were each treated as their own field. A skateboard becomes a bike, concrete becomes a yoga mat, sneakers become sandals — each iterated without disturbing the rest of the frame.
- Nano Banana Pro: Drove the photoreal layer. Skin, fabric, and surface detail came up to a level where each variation reads as a photograph, not a composite.
- Community-by-community pass: Each of the five Spaces got its own iteration round. Run Club got running gear and pavement. Sober Sailors got flip-flops and a deck. Coastal Cycling got cycling shorts, a helmet in hand, and the bottom of a bike. Yoga got bare feet on a mat. Skateboarding stayed close to the original.
The Result
Five ads, five communities, one production line. The framing means a runner sees a runner, a skater sees a skater, a sailor sees a sailor — and Newform feels coherent across all of it because the brand's POV literally never moves.
It's the same argument the product makes: the path is yours, but you're not walking it alone.
