"I have 16 athletes that love to build and 19 brands that all have some video budget. Let's collaborate and make a full-on movie."

OVERVIEW

After producing several stand-alone mountain bike videos for individual brands, the idea for a full-length movie began to emerge. When a collaboration between brands became a possibility, it gave way to a groundswell of support for a feature-length film. Builder captured the craft of trail building through the eyes of some of MTB's best riders and most respected builders. More than just shoveling dirt, these artisans sculpt well-flowing trails by detecting key nuances in the earth.

18 months from concept to release, 19 brand stories to incorporate, 16 athletes, 50+ global premieres and multiple pieces of content to share.

On time and under budget, Builder premiered to an appreciative full house at the Golden State Theatre in Monterey, California.

Builder is a testament to the hard work of many resourceful and like-minded people pulling together.

ROLE

concept, production, art direction, hr, budget, athlete management, editorial, advertising, promotion, sales, and distribution

RESULTS

micro-site, official teaser, official trailer, editorial and photos for each segment of the film, 50+ global premieres, video game, 1 tattoo

DISTRIBUTION

Red Bull, iTunes, Google Play, Vimeo On Demand, Amazon Video

OVERVIEW

Race Face is an iconic global cycling brand and has been a Canadian designer and manufacturer of performance cycling components, technical apparel, and protection for more than 25 years. What started as a graphic design role evolved into helping position the company for a successful buyout.

ROLE

graphic design, art direction, marketing, strategy, brand management, athlete management, product design, hr, tradeshows, events, pr, media buys, advertising

RESULTS

•  Spearheaded product marketing strategy for a 150% year over year gross sales growth.

•  Helped return Race Face to a commanding position in the boutique mountain bike component and technical clothing market.

•  Complete rebrand including all digital/print assets, ad campaigns, and branding/social media initiatives.

•  All campaign planning, design and direction, PR and communications, media relations and media buys.

•  Managed over 100 sponsored athletes, mentored several top-level athletes.

•  Graphics, logos, layout, and copy for products, catalogs, and advertising.

•  Re-imagined, branded and marketed 12 in-house marques. 

•  Team liaison between R&D, engineering, graphics and sales in Canada, Taiwan and China.

•  Acquisitions, contract negotiation, and partnership development. 

•  Event and tradeshow design, logistics and management.

"We'd like to run a video contest that builds ongoing engagement with your audience."

"You. Your bike. Any line. Anywhere."
 

OVERVIEW
Users submitted stunning, technical, and just plain rad, raw, unedited one to two-minute GoPro clips, and were eligible for a $15,000 grand prize.

Judges selected the 10 best edits from each month. The Pinkbike audience voted on the top 10, and the edit with the most votes took home the first prize of $1,200. Second place received $800, and third won a GoPro Hero4 Black Edition.

At the end of the five months, all top three monthly edits went into a bracket challenge and an overall winner was selected. The winner was selected with a custom, online bracket challenge and took home $15,000 in cold hard cash. 

Judging Criteria: 

Composition and Framing (25%)

Perspective and Degree of Difficulty of Shooting (25%)

Performance and Style (25%)

Overall Beauty and Lighting (25%)

ROLE

concept adaptation, project management, production, art direction, branding, advertising, athlete management

RESULTS

The GoPro Of The World - Best Line Contest was a 6-month long contest that ran for 3 years consecutively, garnered hundreds of video entries, thousands of votes and received international exposure.

LINKS

Contest page

Voting page

Contest entries page

GoPro Tips & Tricks page

Official Rules

"I need a fresh look and feel for this project - something we haven't done before. Continental has three new tires and we'd like to use Richie to promote them."

OVERVIEW

German brand Continental AG wanted to cut through the noise and put out something that was edgy to catch consumer attention and promote their three new offerings over the course of a year. Their chosen athlete, Richie Schley, was overexposed at the time and well known his feel-good edits. We needed to mix things up a little.

We took a moody approach with industrial overtones in a black and white video series. We highlighted the tires in the videos with the signature Continental brand color. Unlike many athlete-based promotional edits, the identity of the rider wasn't disclosed until the end, and each edit closed with a signature tire spin that featured the model name. 

ROLE

concept, production, art direction, graphics, advertising, writing

RESULTS

multiple video release, ad/social campaign including IG and FB edits, 3 editorial pieces

OVERVIEW

Updating any brand is always a risk and requires a good amount of insight into the company, its goals, and its user base. 

Pinkbike was a challenge in that we needed to change the overall image of the brand, not just the logo. The goal was to reposition the company to take a commanding lead in the action sports media and content categories. As a company whose revenue is primarily based on page views, any decrease in traffic could affect the bottom line. Any user confusion that can be inherent with branding changes had to be avoided at all costs.

ROLE

brand, graphic design, storyboarding, strategy, motion graphics, sound design

RESULTS

The update that was implemented was conservative yet evolutionary, allowing us to measure the effects and monitor site traffic as we implemented the changes. The final product retained many elements from the original ID, yet allowed Pinkbike as a brand to step into the next phase of business with a fresh image that has longevity.

"I've been shooting in the woods for like, a year now. I have a ton of footage, but it's all pretty rough..."

OVERVIEW

Jordie is one of those athletes that doesn't actively seek out media attention, preferring to focus on his riding and building. The catalyst for the Rough AF series was a metric ton of footage that Jordie had self-shot and was just sitting on. 

With some on-point branding and a run through the hype machine, we were able to get decent numbers on the first release and set the stage for the second release which saw over 100,000 views in the first 24 hours. Number 3 is on the way, stay tuned!

ROLE

concept, production, art direction, branding, advertising, athlete management

RESULTS

three-part video series (ongoing), ad campaign, social campaign including IG and FB edits, editorial

OVERVIEW

I've been a fan of Kali for a long time. The technology they have developed has led helmet development for the past 10 years and continues to do so. There's a remarkable pattern emerging where athletes who have experienced near fatal crashes are not experiencing concussions. What Kali is doing is saving lives and to be able to tell that story is both a privilege and a necessity. 

ROLE

media design, communications strategy, art direction, business development, print, tradeshows, events, sales and marketing, content planning, advertising, web design, B2B & B2C, video production

RESULTS

•  35 key pieces of content, sessions +107%, traffic +32%, +75% users, +68% new users, bounce rate from 40% to 6.75%, SEO from page 6 to page 1, social footprint increase by +35%, newsletter subscriptions +358%

•  Brand ID evolution including logo/tagline, sales tools/manual, revised technology story and new iconography.

•  Implemented account based tech stack - emphasis on consistency, role clarity, process optimization and measurement.

•  Curated culture, product, social and story-based content with Kali athletes and influencers.

•  Design and development of new B2C website for both motorsports and bike, each with a proprietary back-end admin.

•  Managed all media briefs and output: video, advertising, and print media including tradeshow assets for US and Europe

OVERVIEW

Kali Protectives needed to highlight their 2018 Urban line of helmets and we decided to produce an action edit that showcased the four helmets in the collection. We wanted to highlight three key technologies/features per helmet all within a two-minute edit. We also exported four micro-edits for use as social media video ads.

"This is our first year sponsoring the Sea Otter Classic, and we would like to engage the MTB community while promoting VW. Oh, and it can't be contrived in any way..."

OVERVIEW

Volkswagen was looking for a unique way to introduce themselves to the very niche mountain bike market.

What better way than to involve some of the top MTB athletes in an interview format that was completely different while casting VW as a supportive yet still performance driven brand?

OVERVIEW

One new helmet, two colorways, a budget for one video release. We waited for the precious fog and then dragged the big lights and the gen onto Cypress mountain. For 36 hours the same trail was shot over and over which allowed us to layer day and night (and both colorways) into a 1:30 edit.  

"We need to convey that a thinner shell in-molded with EPS foam using our Composite Fusion technology, will dissipate impact energy more efficiently than traditional helmet designs."

"I love that you dragged a stove from the dump into the woods to get that shot."

OVERVIEW

Helmet technology isn't the most exciting thing to the general consumer. Most helmet purchases are made based on aesthetic, fit, and marketing - pretty much in that order. In an effort to grow Kali's share of this very competitive market segment, we had to step outside of conventional messaging and create some communications that brought something tangible into the mix.

ROLE

concept, production, art direction, graphics, advertising, writing

RESULTS

single video release, ad/social campaign including IG and FB edits, editorial

OVERVIEW

Kali's 2018 line was ready sooner than ever before, so we needed to deliver an entirely new design for the catalog quickly. With Kali, the primary challenge is to balance the enormous amount of tech information with lifestyle and aesthetic.

Technology call outs, proprietary iconography, professional illustration and a clean layout all contribute to the success of this book.

ROLE

concept, production, art direction, graphics, layout, writing, printing

RESULTS

European and North American catalogs, full flood, offset, 120lb cover and first signature

"Explain to me how a content strategy affects my bottom line."

OVERVIEW

The Kali website was rebuilt completely from scratch. This allowed us to design for mobile first, yielding an incredibly fast and scalable site. As a result, sessions increased by 107%, users increased by 75% and the bounce rate dropped from 40% to 6%. Our goal was to set the base to increase overall traffic and online revenue for the 2017 sales season.

The overall strategy was to continually measure on site and social consumer behavior, and then build content that capitalized on that. We launched key pieces of content all with the intent to convert initial marketing leads and push consumers through the funnel. 

ROLE

design, creative production, content creation, advertising, integrated media strategy, social media

"We don't want to unveil this thing officially, but if it was to unofficially leak out..."

Every year since the Oakley Icon Sender’s 2010 inception into the controlled-chaos that is Red Bull Rampage, it has been one of the largest, most mesmerizing features created by the build crew.

Consistently, the Icon Sender challenges riders, forcing them to year-by-year determine new lines down the mountain while navigating monster drops and pushing their personal performance boundaries, which, in turn, increases the overall wow-factor of the event.

Read the full article here.

OVERVIEW

This is an example of a series of small print and digital projects for Helly Hansen. Contracts would come my way when they had pressing deadlines and needed fast delivery on print and digital projects.

ROLE

graphic design, art direction, layout, print