Branding
BIKELIFE COLLABORATION
An energetic, culture-led campaign using real voices and dynamic motion to connect bike culture with fashion through modern, social-first video.
Year :
2021
Industry :
Fashion
Client :
DPUS Outlet
Project Duration :
4 weeks
Project Overview :
This project aimed to highlight bike culture and challenge common misconceptions by connecting bikelife with fashion. At the time, negative media coverage around bike culture created an opportunity to shift the narrative through a more personal, authentic approach. The campaign targeted ages 18–35 and was designed for fun, engaging ad placements across Facebook and Instagram.
Role, Strategy & Creative Approach :
As creative director, I led the project from concept to execution to sourcing talent, directing the shoot, filming, and editing. With paid social performance in mind, the project was intentionally designed around ad formats that were converting at the time. The original two-minute film was structured to be broken down into multiple short, high-impact ad segments while maintaining a cohesive story.
The creative concept centered on a founding BIKELIFE member discussing bike culture while shopping in the DPUS flagship store, paired with cinematic riding visuals in the brand’s clothing. This approach naturally blended lifestyle, movement, and fashion, resulting in a punchy, filmic visual style with a documentary feel.
Execution, Challenges & Solutions :
The shoot ran smoothly due to detailed planning, with adaptability playing a key role in capturing authentic moments. One of the main challenges was filming while the talent was riding, which was solved by collaborating with one of his trusted biker friends to safely capture dynamic, in-motion footage without losing realism or energy.
Results, Learnings & Reflection :
The campaign helped DPUS reach a new audience they hadn’t previously tapped into, increasing brand recognition and cultural relevance. The project reinforced the importance of preparation paired with flexibility, being ready with strong questions while adapting in the moment to strengthen the story.
If revisiting the project, I would place more emphasis on controlled lighting for the talent and use additional time to capture behind-the-scenes content for extended marketing use. Overall, this project marked a shift toward a more filmic visual direction that aligned closely with the photography captured during the shoot.
More Projects
Branding
BIKELIFE COLLABORATION
An energetic, culture-led campaign using real voices and dynamic motion to connect bike culture with fashion through modern, social-first video.
Year :
2021
Industry :
Fashion
Client :
DPUS Outlet
Project Duration :
4 weeks
Project Overview :
This project aimed to highlight bike culture and challenge common misconceptions by connecting bikelife with fashion. At the time, negative media coverage around bike culture created an opportunity to shift the narrative through a more personal, authentic approach. The campaign targeted ages 18–35 and was designed for fun, engaging ad placements across Facebook and Instagram.
Role, Strategy & Creative Approach :
As creative director, I led the project from concept to execution to sourcing talent, directing the shoot, filming, and editing. With paid social performance in mind, the project was intentionally designed around ad formats that were converting at the time. The original two-minute film was structured to be broken down into multiple short, high-impact ad segments while maintaining a cohesive story.
The creative concept centered on a founding BIKELIFE member discussing bike culture while shopping in the DPUS flagship store, paired with cinematic riding visuals in the brand’s clothing. This approach naturally blended lifestyle, movement, and fashion, resulting in a punchy, filmic visual style with a documentary feel.
Execution, Challenges & Solutions :
The shoot ran smoothly due to detailed planning, with adaptability playing a key role in capturing authentic moments. One of the main challenges was filming while the talent was riding, which was solved by collaborating with one of his trusted biker friends to safely capture dynamic, in-motion footage without losing realism or energy.
Results, Learnings & Reflection :
The campaign helped DPUS reach a new audience they hadn’t previously tapped into, increasing brand recognition and cultural relevance. The project reinforced the importance of preparation paired with flexibility, being ready with strong questions while adapting in the moment to strengthen the story.
If revisiting the project, I would place more emphasis on controlled lighting for the talent and use additional time to capture behind-the-scenes content for extended marketing use. Overall, this project marked a shift toward a more filmic visual direction that aligned closely with the photography captured during the shoot.
More Projects
Branding
BIKELIFE COLLABORATION
An energetic, culture-led campaign using real voices and dynamic motion to connect bike culture with fashion through modern, social-first video.
Year :
2021
Industry :
Fashion
Client :
DPUS Outlet
Project Duration :
4 weeks
Project Overview :
This project aimed to highlight bike culture and challenge common misconceptions by connecting bikelife with fashion. At the time, negative media coverage around bike culture created an opportunity to shift the narrative through a more personal, authentic approach. The campaign targeted ages 18–35 and was designed for fun, engaging ad placements across Facebook and Instagram.
Role, Strategy & Creative Approach :
As creative director, I led the project from concept to execution to sourcing talent, directing the shoot, filming, and editing. With paid social performance in mind, the project was intentionally designed around ad formats that were converting at the time. The original two-minute film was structured to be broken down into multiple short, high-impact ad segments while maintaining a cohesive story.
The creative concept centered on a founding BIKELIFE member discussing bike culture while shopping in the DPUS flagship store, paired with cinematic riding visuals in the brand’s clothing. This approach naturally blended lifestyle, movement, and fashion, resulting in a punchy, filmic visual style with a documentary feel.
Execution, Challenges & Solutions :
The shoot ran smoothly due to detailed planning, with adaptability playing a key role in capturing authentic moments. One of the main challenges was filming while the talent was riding, which was solved by collaborating with one of his trusted biker friends to safely capture dynamic, in-motion footage without losing realism or energy.
Results, Learnings & Reflection :
The campaign helped DPUS reach a new audience they hadn’t previously tapped into, increasing brand recognition and cultural relevance. The project reinforced the importance of preparation paired with flexibility, being ready with strong questions while adapting in the moment to strengthen the story.
If revisiting the project, I would place more emphasis on controlled lighting for the talent and use additional time to capture behind-the-scenes content for extended marketing use. Overall, this project marked a shift toward a more filmic visual direction that aligned closely with the photography captured during the shoot.