NORCO

Norco Bicycles wanted to create a brand moment that captured who they are as a company, as well as mountain biking culture as a whole. As a brand that claims to be rider-first, I wanted to create a campaign that would prove exactly that. I pushed my research outside the category to avoid the echo chamber that's easy to fall into in a niche industry like this, drawing inspiration from brands like LEGO, who sell the feeling of building something yourself rather than the product itself. That's where the campaign "Ride Your Reason" came into focus: a platform rooted in the idea that every rider's relationship with the sport is personal, whether it's chasing adrenaline or finding peace of mind. The creative direction leaned into that individuality as the story itself, positioning Norco as the brand that understands riders rather than one that tells them who to be.

My Roles: Concepting - Design Direction - Copywriting

Photography: Norco Bicycles