Yeti Cycles | Jenson USA

In partnership with our premier partner Yeti Cycles, the Jenson USA Sales, Marketing, and Creative teams collaborated to bring launch reviews to life for their flagship mountain bike the SB5.5c ahead of it's official release. My role in the collaboration was to take detailed photographs of the launch edition bike to tantalize our customers, educate consumers on the newest product features, and above all provide imagery that inspires cyclists to "Ride, Experience & Explore." Under my direction, we took a turn from traditional product launches that highlight product as immaculate, shiny, new, and sexy.

Instead, we got the bike dirty, wet, and showed it off in a way that cyclists are more likley to experience if the bike was theirs. After a thorough series of test rides by our sales team (for our accompanying launch review and article) I brought the product in-studio, directed lighting, equipment choice (including tilt-shift technology) detailing, and composition with our studio team, and photographed the product. After the shoot I personally oversaw image selection, color grading, and retouching before delivery. Included in the gallery are glamour shots of other Yeti Cycles launch campaigns and custom orders