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 creative challenge: Genuine desire to support the cycling community, with an intimidating gap in authentic connection to the core culture.
My job was to jump that gap.
Working a creative narrative across two short films, while delivering stills over the whole production.  
The creative decision at the centre of the campaign was to put the story in the hands of the people who actually authored the culture. 
Real Kamloops characters with real presence in the community.

The resulting work went beyond trail advocacy to amplify connection between people and place, inspiring continued investment in the future of a Kamloops icon.