2021 Road Cycling Guide

CC x Bicycle Crumbs

Faced with the challenge of making low inventory compelling we had to get creative. What if we could help people dream up their bike upgrades? If the customer bought a bike from us the previous year, could we compel them to make upgrades? Yes. In collaboration with Bicycle Crumbs we approached our first illustrated/mixed media guide. Think Waking Life as the concept. What is real and what is not, giving a dream-like mood to the shoot.

The downside, we sell and photograph some premium-top-tier product. We want to show it off, not draw it. Our merchandise team and brand partners were a little on edge with this concept, however, by the end they were all stoked.

In the beginning we had to shoot product and illustrate in props/bike related materials. Once I pieced this together/as I was designing the experience it was feeling disconnected and needed something. A few reviews later, I got to work on adding in the radial backgrounds, teamed up with my AD, John Perry on adding in some additional illustrations and getting this right. I'd lie if I said I got sleep during this project. The outcome was worth it.