Product Launch Campaign

Role: Creative Direction / Campaign Strategy / Graphic Design

This product launch showcases the new Norco Range by incorporating earth-shattering metaphors connected to the personal pursuit of riding beyond your boundaries and capturing the capabilities of the bike.

The campaign and documentary is a celebration of innovation around a charismatic product that pushes the envelope, and the magic surrounding it.

Ride Beyond: The Norco Range
Director: David Peacock
Rider: Lucas Cruz
Director of Photography: Andre Nutini
AC: Geoff Hewat
Cable Cam Operator: Matt Maddaloni/Sea to Sky Cablecam
Grip: Alexi Godbout
Farmer: Ben Davies
Bike Mechanic: Marisa Harder
Talent Scout: Austin Ross
Colour: Sam Gilling
Sound:Keith White Audio
Music: The Pit (instrumental) by Public Service Broadcasting
Photography: Robin O'Neil, Bill Hawley

Forged: No Other Way Feature
Director of Photography: Andre Nutini
Cinematography: Liam Mullany
Edit/Motion Design: Zach Rampen
Colourist: Sam Gilling
Sound Design: Keith White Audio

Product Award Campaign / Event Activation

Role: Creative Direction / Experiential Design / Product Design (Showcase + Brick, not Bike!) / Event Activation / Project Management

Norco Range: Pinkbike 2021 Bike of the Year
Creating a bike this fast took every ounce of innovation and imagination Norco had, and they were pretty stoked that the editors at Pinkbike felt the same way we do about it, so why not celebrate it big?

24k, 400 troy oz. gold brick - one for every internal department and distributor big.

Cinematography: Clay Porter
Rider: Bryn Atkinson
Edit: Clay Porter
FPV Drone: Ross Has A Drone
Drone: Jonathan Chandler
Sound Design: Keith White Audio
Photography: Anthony Smith, Bryn Atkinson, Bill Hawley
Gold Brick: Warren and Wayne Wood Co.
Bike Showcase: Carson's Customs