VANTIC

Imagery

SHOT FROM INSIDE THE MOVEMENT.

VANTIC photography is reportage, not advertising. We shoot real sessions in real cities, at the hours people actually train: before work, after dark. Flash on, grain in, motion blurred. If it looks like a catalogue, it is not ours.
SHOT FROM INSIDE THE MOVEMENT.

Five rules make a photograph a VANTIC photograph. Three out of five is not enough.

01

Real light

Sodium lamps, shop windows, headlights, one on-camera flash. No softboxes, no studio. Mixed colour temperature is welcome: cool shadows, warm highlights.

02

In motion

Something in the frame is moving and it shows. Blur on legs, wheels, water, crowds. Freeze the face with flash if you need an anchor.

03

Off-centre

Subjects sit at the edge or leave the frame. Horizons tilt. We frame like a runner glancing back, not like a tripod.

04

One accent

Exactly one Signal element per image: a shoe, a zip, a sleeve, a light. The rest is Asphalt, Concrete, Ice and skin.

05

Grain over gloss

35 mm grain, honest skin, sweat, wet hair. Retouching removes sensor dust and nothing else.

Portrait — direct flash, concrete, eye contact.

Portrait — direct flash, concrete, eye contact.

Crew — candid, mid-laugh, off-centre.

Crew — candid, mid-laugh, off-centre.

Vertical — built for Stories and Reels.

Vertical — built for Stories and Reels.

Joy is allowed. Posing is not.

Joy is allowed. Posing is not.

Scale — the city as a stadium.

Scale — the city as a stadium.

Detail — material, seam, one Signal line.

Detail — material, seam, one Signal line.

Wide — the city before it wakes.

Wide — the city before it wakes.

Hero frame — motion blur below, flash-frozen above.

Hero frame — motion blur below, flash-frozen above.

Campaign frame — low angle, fog, one Signal.

Campaign frame — low angle, fog, one Signal.

Community frame — crew at blue hour.

Community frame — crew at blue hour.

Motion frame — long exposure in the underpass.

Motion frame — long exposure in the underpass.

02

On-brand versus off-brand

VANTIC Off-brand
Off-brand
VANTIC
Document the session. Available light, real location, the athlete unaware of the camera.
DO

Document the session. Available light, real location, the athlete unaware of the camera.

No studio seamless, no hero pose, no smile at the lens. This is a catalogue, not a story.
DON'T

No studio seamless, no hero pose, no smile at the lens. This is a catalogue, not a story.

Keep skin honest: sweat, texture, uneven light. Retouch dust and nothing else.
DO

Keep skin honest: sweat, texture, uneven light. Retouch dust and nothing else.

No HDR, no saturated sunsets, no colour grades that fight Signal.
DON'T

No HDR, no saturated sunsets, no colour grades that fight Signal.

Products on location, on wet concrete, overhead or low angle, with real reflections.
DO

Products on location, on wet concrete, overhead or low angle, with real reflections.

No third-party marks, no fake type on garments, no floating product on white.
DON'T

No third-party marks, no fake type on garments, no floating product on white.

03

Generating imagery with AI

Concept and mood images may be generated. Campaign hero imagery is always shot. Generated images are labelled concept in the file name and never shown at retail scale. Use the prompt below as the base and change only the scene description. The style block stays as it is.

Prompt VANTIC image style — base prompt
Editorial reportage photograph for an urban lifestyle tech sportswear brand.
[SCENE: e.g. a runner mid-stride crossing a rain-wet city street at night]

Style: candid, unposed, documentary feel. Mixed city light (sodium, neon, LED), direct on-camera flash, cool shadows with warm highlights, subtle 35 mm film grain, slight motion blur, shallow depth of field. Muted palette of asphalt black, concrete grey and off-white with ONE vivid red-orange accent (#FF3B1F) on garments or footwear. Modern matte technical sportswear, minimal.

Negative: no visible logos, no readable text, no watermark, no studio lighting, no HDR, no saturated sunsets, no posing.
© VANTIC Movement Systems B.V., Rotterdam — Brand Guidelines v3.2. Internal and partner use only. · Images and video in this guide are AI-generated and labelled accordingly (EU AI Act, Art. 50).
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