Capturing the Launch of the Garmin Fenix 8 at Scheels: A Photographer’s Perspective


Last week, I had the opportunity to photograph the much-anticipated launch of the Garmin Fenix 8 for Chandler Scheels' Instagram announcement. This project combined two things I’m passionate about: fitness innovation and creative storytelling through photography.

The Garmin Fenix series has always been a game-changer in the fitness industry, and the Fenix 8 takes it to the next level with cutting-edge features designed for athletes, adventurers, and wellness enthusiasts. Scheels, as a leading retailer, was eager to share the news with their audience—and I was tasked with ensuring their launch announcement looked every bit as dynamic and polished as the watch itself.

The Vision


The goal of the shoot was clear: showcase the Fenix 8 in action while highlighting its premium design and innovative features. Scheels wanted imagery that would resonate with their fitness-focused followers and emphasize their excitement about having the product in stock. For the shoot, we decided to focus on capturing the watch in a real-world scenarios—running trails, mountain biking, and outdoor adventures—reflecting its versatility and appeal to a wide range of users.

Behind the Lens


The shoot was all about energy and authenticity. We worked with a local athlete who demonstrated how the Fenix 8 seamlessly integrates into an active lifestyle. Whether it was tracking performance on rugged trails, monitoring heart rate during a high-intensity workout, or navigating outdoor routes, the Fenix 8 was the hero of every shot.

I used natural light for all of the images to highlight the crisp details of the watch’s display and rugged design. Throughout the process, my focus was on making the Fenix 8 the centerpiece while capturing the energy and movement of the athlete wearing it.

The Results

The final images captured the Garmin Fenix 8 as both a state-of-the-art fitness tool and a stylish accessory. Every image told a story of innovation, endurance, and excitement. Chandler Scheels’ Instagram announcement was met with an overwhelmingly positive response, and it was exciting to see my work play a part in such a major launch.

The Results

The final images captured the Garmin Fenix 8 as both a state-of-the-art fitness tool and a stylish accessory. Every image told a story of innovation, endurance, and excitement. Chandler Scheels’ Instagram announcement was met with an overwhelmingly positive response, and it was exciting to see my work play a part in such a major launch.

Why This Shoot Mattered


As a photographer, projects like this are a reminder of how powerful visuals can be in telling a brand’s story. The Garmin Fenix 8 launch wasn’t just about a product; it was about inspiring people to push their limits and achieve their goals. Partnering with Scheels to create a visual narrative that conveyed this message was both challenging and rewarding.

If you haven’t already, check out Chandler Scheels’ Instagram to see the full post.

"“Wow! You are one talented photographer. Thank you so much for taking the time to capture photos for the [Garmin] Fenix 8 launch. It was beyond appreciated!”"

—Jill U, Chandler Scheels Social Media Coodinator