Kamloops isn't just a beautiful backdrop for bike photography... it's the birthplace of Freeride Mountain Biking. Today, Kamloops remains a global proving grounds where riding redefines itself with each new generation of riders and builders alike.

But this level of notoriety in the global cycling space doesn't come cheap... Freeride ain't free.

In spring 2025 Tourism Kamloops launched a forward thinking initiative to redirect tourism funding into trail networks, aptly titled - the 'Freeride Fund.' I was invited to join a team of talented creatives to provide overall art direction, creative strategy, and lead photography for a campaign showcasing Freeride Mountain Biking and its impact on Kamloops.

After an extensive discovery phase, I identified the client's key challenge:  a gap between a genuine desire to support the bike community, and a lack of authentic connection to that community culture. We agreed the best way to send this gap would be to focus on the real human story of freeride past, present, and future... through real Kamloops characters who live and breathe life into that culture. 

The resulting campaign was an absolute dream to capture and share, and it reinforced what I love most about these assignments... letting honest human experiences build the connection between audience and place.