In the middle of summer 2025, Industry Nine asked me to help launch a fresh line of Convergence wheels under the We Are One brand. Four new wheels with four distinct riding styles in mind. And the only specific ask was to put Kamloops landscapes and characters to work for a fresh foot forward and a new chapter at We Are One, with a 50/50 split between riding and lifestyle...
Say no more.

With free rein over creative direction - and less than a week's notice - I pulled it together for a whirlwind two-day shoot with an absolute dream team. I focused on the emotions of coming together to playfully explore new spaces, and the intention of each wheel set having its own distinct location and riding dynamic. And honestly, this was one of my favourite assignments in recent memory!