In motion.

Activewear is usually shot in a gym, which makes it look like homework. Dafiti Active was set in a dance studio instead: tall windows, a barre, a long mirror and a deep burgundy floor polished to a shine.

The casting moves. A lunge caught in mid-air, a skipping rope at full swing, a stretch at the barre, a deep squat on the floor. The palette is chocolate, burgundy and white, so leggings, sports bras, a zip track jacket and a tote all read as one wardrobe. Sunglasses stay on indoors, because this is a campaign, not a class.

Each picture is built like a fashion image and still shows the product plainly: the waistband, the seam, the length of the leg. That is the balance activewear needs to sell online.