Norco Brand Refresh
The Brand Refresh project boldly expresses Norco's new visual language while driving sentiment and elevating the brand.
Dusting off the mantle and putting new paint on the walls; this organization-wide project breathed new life into every aspect of Norco, an iconic company founded in 1964. Further articulating the premium angle of the brand, the elusive why buy, and furnishing the approach at which Norco markets bikes for the future of MTB.
Role: Creative Direction / Brand Strategy / Writing / Producer / Project Management
Cinematography: Andre Nutini, Liam Mullany
Edit/Motion Design: Zach Rampen
Art Direction: Alejandro Alarcon, Ryan Davis
Photography: Bruno Long, Bill Hawley, Brayden Rastad, Robin O'Neil, Andy Vathis
Copy: Richard Belson
Art: Tyler Keeton Robbins
Norco | No Other Way Features
Video Content
‘Rebrand Norco's Content'
The How: By codifying Norco ridership thru a series of No Other Way Features that capture relatable bike experiences. Exemplifying the Norco Brand Story and the essence of riding that is inclusive, inspiring, and electrifying.
No Other Way isn’t a campaign, but a Brand Anthem that illuminates self-assuring truths that are at the spark of riding bikes and the Norco Rebrand.
Role: Ideation / Creative Direction / Storyboarding / Brand Strategy / Titling
Directed By: Andre Nutini and Zach Rampen
Cinematography: Andre Nutini, Liam Mullany, Harrison Mendel, Brody Jones, Chris Seager
Edit/Motion Design: Zach Rampen
Production: Absolute Cinema
Colourist: Sam Gilling
Sound Design: Keith White Audio
Photography: Bruno Long, Zach Rampen, Tom Richards, Ben Schleith, Margus Riga, Sven Martin
Copy: Richard Belson
Content: Evan Poitras
Range | Ride Beyond
Product Launch Campaign
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 is a case study of a charismatic product that pushes the envelope, and the magic surrounding it. The elements and assets reveal the Range in an engaging, polished presentation and are a celebration of innovation not only for the product itself but for the Norco Brand as a whole.
Role: Creative Direction / Storyboarding / Campaign Strategy / Production Manager / Graphic Design
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
Range | Bike of The Year
Product Award Campaign / Event Activation
Creating a bike this fast took every ounce of innovation and imagination we had, so we’re pretty damn stoked that the editors at Pinkbike feel the same way we do about it!
Norco Range: Pinkbike 2021 Bike of the Year
Role: Creative Direction / Experiential Design / Product Design (Brick, not Bike!) / Event Activation / Project Management
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
2020 Olympics Colorway | XC MTB
Product Creative
TOKYO 2020 CYCLING MOUNTAIN BIKE MEN'S & WOMEN’S CROSS-COUNTRY
With The Games fast approaching and a final decision from Cycling Canada landing two Norco athletes spots in Toyko; the creative team at Norco was under the gun to come up with a novel concept for the coveted Olympic frame colorway.
“How about we literally press maple leaves laced in gold on both models of the Revolver?”
Role: Ideation / Creative Direction
Edit/Photo: Nick Iwanyshyn
Paint: Velocolour
Art Direction: Alejandro Alarcon
Graphic Design: Sam Gauthier
Copy: Richard Belson
Content: Evan Poitras
