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.

My creative direction was simple - make the bike bike feel wildly versatile across different terrain and make the visuals feel like EVIL. And do 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 final imagery became a new visual foundation for Evil's global marketing. The result of working from intention rather than improvising, even when the timeline insists otherwise.