Every e-bike brand shows the same thing: the bike, slotting neatly into santised city life.
For the S6 UK launch, we did the opposite. Putting it where it logically shouldn't be, but where everyone actually rides. The depths of a football field at dusk, an old carwash, straight through a flock of pigeons. A world of contrast where a high-end product held up against a low-end setting. A luxury piece of tech pushed to it’s paces.
I crafted a new visual direction for the UK launch, pushing towards a brutalist dreamlike world. Hot, harsh, powerful and most importantly, ownable. We sort out to find the best skating photographers that could bring this girt, motion and speed to the shots.
Role: Leading art direction on location, selecting photographers, briefing stylists, developing the graphic treatment and design.