Norco Search

In autumn of 2026 Norco approached me with inspiration to build a new visual direction for their gravel bike line up - The Search.

Norco's only working brief was a thoughtful note... "Adventure isn't where you go, it's how you get there." I discovered a more focused intention, and it felt clear that we needed to build a stronger visual identity for Norco's gravel products, with imagery to match the level of their more defined mountain bike offerings.
I took on the full suite of creative direction from location scouting, casting talent, and structuring the shoot around a 2 day schedule that would cover a wide variety of landscapes and terrain... the sort of all-day gravel ride epic that we dream of.

The result is a coherent campaign gallery that establishes a sense of adventure through connection between people and the places they ride - from dirt roads to singlestracks and all the snacks in-between - while strengthening Norco's gravel identity with a lean and focused production. 

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