On the latest project for FOCUS Bikes, the approach for the campaign about their first light eMTB was a little bit different than usual. Revolving around the concept of the Rider‘s High, the creative people from CUT Media designed a campaign that focuses on the idea of being in this dreamlike flow state while riding bikes. I was onboard for the main shooting week in Norway and created the images accompanying the visual language of the videos. Therefore, besides a few typical mountainbike action shots, we needed to have a variety of unique and uncommon perspectives across the images. I took a lot of detail shots, zoomed far out for the bigger picture, did panning and running along shots, climbed trees and used the bike and rider rig from CUT for some images. And of course, when we‘re talking about being high, you see the riders floating through the air and the new JAM² SL misteriously sticking to the side of a tree. Make sure to check out the FOCUS website and see all the video content of this amazing production.

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