Kamloops isn't just a beautiful backdrop for bike photography... it's the birthplace of Freeride Mountain Biking and a global proving ground where the sport continually redefines itself.

When Tourism Kamloops launched the aptly titled 'Freeride Fund' in early 2025 to redirect tourism revenue into trail maintenance, they faced a clear challenge: Genuine desire to support the cycling community, but an intimidating gap in authentic connection to the core culture. When I stepped into this assignment I saw a pretty clear solution - let the culture describe itself through the real voices of people who've shaped it.

Working across two short films, I crafted strategy, art direction and still photography that focused on the real human story of freeride past, present, and future... through real Kamloops characters who live and breathe life into that community. The resulting work went beyond the trails to amplify connection between these characters and inspire continued investment in the future of an iconic culture.