Fotomedia were engaged early in the branding process to design a video style and feel that would position AFS and their brands “Force USA” and “Monster” as Global giants, depicted as high quality, tough gym equipment, built to last.


Fotomedia’s approach was to shoot the imagery in a grungy, raw environment, using black as the base colour. The graphical execution was pre planned with animations and perspective text utilised to bolster the technical thought behind the brand. Combine this with athletic talent and you have the new look for “Force USA” and “Monster”.