At the end of summer 2025, Evil Bikes approached me to help launch their first new bike in a number of years - a refined and fully refreshed version of the Offering. Evil needed help with locations, creative direction, and building out the structure for a shoot would allow stills and motion capture to work together.
...and they needed it FAST.

I don't recommend a one-week runway for a major campaign launch. But this particular space is a lifelong passion and sort of second nature for me. So after a swift round of discovery to learn what Evil truly wanted to communicate with this launch, I built a strategy around three things: speed, dust, and late season Kamloops light to make the new Offering shine.

I directed our small crew through the heavy lift of shooting a full bike launch in less than a week of production. The result is a new visual foundation for Evil's global brand and a major vote for working with intention rather than improvising, even when the timeline insists otherwise.