In Orbit
Electra is a bicycle company built on having fun, and looking good doing it. In 2017, we developed a cross-channel campaign system that transformed everyday commuting into a playful, cinematic world of exploration, connection, and self-expression.
I pitched a narrative that celebrated the craftsmanship and sustainability of our products while honoring the brand's playful, irreverent spirit. Designed to scale across editorial, digital, retail, and experiential touchpoints, the campaign unified storytelling, product positioning, and brand values into a cohesive visual world. I co-directed lifestyle shoots, illustrated key assets, designed the marketing catalog and collateral, and produced limited-edition bikes and accessories.
ELECTRA BICYCLE CO. (2017)
Art Direction, Integrated Campaigns, Digital & Editorial Design, Illustration, Product Design
Photography: Brian Kuhlmann
Creative Direction: Robin Vallaire
Houston,
we have a commute.
Pieces of the puzzle
Each campaign element played a distinct role within the larger brand narrative. The maze took you on an adventure. The bikes brought you there in style. The helmets got you there safely. The photoshoot captured attitude. The catalog told our stories. The website did just about everything else.
Cosmic adventure
Human connection
Playful perspective
Eco without the ego
For the lifestyle shoot, I co-developed wardrobe direction and visual concepts that balanced playful surrealism with expressive styling and unconventional perspective. Grounded by eclectic landscapes and candid human moments, the imagery brought warmth and narrative depth to the broader campaign system.
Brand Catalog
True to the campaign, we sourced 100% recyclable paper and sustainable printing methods. To position the brand within the rider’s lived experience, I introduced each section by embedding the product name within its surrounding environment. Compositionally, I pushed beyond traditional product layouts to create a more immersive and expressive visual narrative.
