What direction should we go?
Starting the project we did a creative audit to see what other brands were doing and determine the visual language that best showcased the new technology.
In the studio.
Jumping into the studio we had a list of styles we wanted to execute on. We really wanted to display the process riders go through from when they put their gear on, to the ritual before they got on their bike, as well as the forces they endure while riding.
Building out the campaign.
Once we clipped and retouched the photos we moved into photoshop to execute on our vision. Knowing the gear uses fabrics that stretch in key areas, we wanted to play with the idea of the fabric stretching in a dramatic and intriguing way.