New You - Getting Rid of Old Habits

Getting fit is a gradual process and can often be a lengthy process that takes commitment and grit to accomplish the goal in hand. We now live in a world that can make us feel complacent and impatient due to the on demand nature of everything around us, namely the digital age. But with health and fitness being a continuous cycle we wanted to create an image that played on the perception of immediacy.

Creating an image that tells a story of immediate physical results needed a conceptual approach. Wanting to show both the before of the individual as well as the after results of them in good health we took the idea of literally throwing away your old self to the real world.

In collaboration with Bill Turpin we settled on the shape and form a bin bag of rubbish as it has uncanny similarities and hangs like a beer belly. From the shape of it hanging, and even the contents that have filled the person to nourish / over indulge on, the bag then has a simular connotation and relationship with the physical self of that individual. Containing and holding all the waste and rubbish of the items consumed.

Turning the bin bag into a human form while keeping the iconic bin bag shape was undertaken by Turpin, giving us a skilful blend between a real bin bag and a human tummy.

Hand sculpted and painted by Turpin, some of the stages of the process can be viewed below.

Behind the scenes of the set up.