Devinci needed a Brand refresh to put light on the human element of what they create is a bike company. I tapped in alongside New Parallel Studios to co-direct and bring the magic of 'right people - right places' to life over a week of late winter days in Vancouve. We were able to navigate a mix of Devinci's athletes, ambassadors, and select models to create the story from the ground up, and give birth to a new brand manifesto - 'We Make Riders.'

On this shoot I was specifically asked to capture 80% lifestyle, 20% riding.This was total dream for me and so well aligned with where I want to push my work... focusing on the people ahead of their performance, and highlighting who they become while engaged with passion and play.

Client: Devinci
Director: Jared Putnam
Creative Director/ Photography: Dylan Sherrard
DP: Jared Putnam, Brody Jones, Bram Treissman, Scott Secco, Rob Parkin
Producer: JaredPutnam, Dylan Sherrard, Jimmy Adams
AC: Bram Treissman
Edit/Colour: Jared Putnam
Sound: Keith White Audio