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2022 Winter Assets + Cyber Art Direction & Design

Concept, Art Direction, Design: James Clark & Inese Silina

Photography: Re Wikstrom, Topher Delancy, Faith Robbins, Jack Dawe

Photo Assistant: Faith Robbins

Production: Christopher Latimer

Visual Merchandise: Eric Poole

Road Models: Alvin Garcia, Jake Popek Ally Winn

MTB Models: Rachel Anders, Justin White


To end 2022 our producer Chris Latimer couldn't have ordered better weather. We had 1 full day to shoot road bikes in varied conditions and mountain bikes for a half day with some moody clouds


Originally this concept for the Winter Apparel Must Haves campaign scheduled for November, but with that month now all promotional it quickly became about the biggest sale moment of the year—Cyber & Black Friday. This allowed us to add some slaying content for that moment


To get a whole new perspective and mood for CC this season and to set the tone for 2023, we wanted to add another photographer to add to our current talent. Topher Delancey had a style that could push our visual language. Cycling in winter had personality and grit. Shooting film felt right for the moment and was something that could give depth to our current repository of work



Bicycle rider standing over a gold cervelo soloist road bike. image is double exposed with snow covered trees
Photo by Topher Delancey: Film Double Exposure


3 Bicyclists look up a snow covered mountain road
Photo by Topher Delancey: Digital, Mill Creek Canyon, UT

Day 1, the road shoot gave us everything we could need for this. Rain, sleet and snow. Most wouldn't say it was a perfect day to ride a bike, but it definitely was a perfect day to shoot.



bicyclist leaning bike into a red bike rack, under sunny blue skies, rider is wearing a black cycling vest and tights with a white long sleeve, focus is on the handle bars and bar bag
Photo: Topher Delancey, Lunch break in Downtown SLC


3 bicyclists riding in tunnel, with blurred mural
Photo: Re Wikstrom, Location: Salt Palace, SLC

We had multiple locations and kit changes that applied to a variety of riding conditions.



Night bicycling with light streaks and graffiti mural
Photo: Topher Delancey Location: Downtown SLC

The night images were strictly for the Black Friday moment, but this was also a moment for Competitive Cyclist to show up in a whole new way. Topher and I ran around the streets following Alvin with camera and a light box and 1,000+ lumen bike lights in hand to get some crazy effects.


The Results:





A mountain biker jumps off a wooden structure above the photographer
Photo: Re Wikstrom Location: I-Street Jump Park, SLC

Not long after the road shoot, we connected with photographer Jack Dawe and shot a 2 part day of mountain biking. Starting with a moody morning in the jump park. Again, we had 3 photographers in this session and got all we needed for several campaigns and fall/spring/winter riding moments.




Cyber Paid Social design





 


Winter Apparel Campaign:


At the change of


Rotating images of winter cycling and lifestyle images
Email Gif for Winter Apparel Must Haves

To start 2023 we finally launched the Winter Apparel campaign. Still we had loads of images to use for upcoming campaigns. For this one our team wanted to push into more iconography and start to build an icon library for Competitive—a long overdue project.


Live site experience: https://www.competitivecyclist.com/sc/winter-must-haves?INT_ID=IB28946&LOCATION_ID=CC_Hero_1&tabNav=0



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