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ELECTRA BICYCLE CO. (2017)
Electra Bicycle Co.
In Orbit
(2017)
Electra built its name on the Townie, its flagship bike. In 2017, the brand was launching the Townie Commute, an upgraded electric take on the original favorite. I pitched a cheeky, out-of-this-world, multi-channel campaign that played off the fun of reimagining the daily commute and Electra’s playful, irreverent spirit. To ground the concept on planet Earth, I layered in stories of sustainable craftsmanship and customer connection. I co-directed the lifestyle shoots, illustrated key assets, co-designed the catalog and campaign collateral, and developed bikes and accessories.
—Art Direction
—Integrated Campaign Dev.
—Narrative / Story
—Lifestyle Styling
—Editorial Design
—Illustration
—Product Design
(Photography) Brian Kuhlmann
(Creative Direction) Robin Vallaire
Houston,
we have a commute.
I concepted the campaign, and as always, our team had a lot of fun bringing it to life. Together, we told the story of our products and brand values through a playful, cinematic lens that was equal parts cosmic, earthly, and full of personality.
Pieces of the Puzzle
Each 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 lifestyle shoot captured attitude. The catalog told our stories. The website did just about everything else.
Lifestyle shoot
Cosmic Commutes + Human Connection + Playful Perspective + Eco without the Ego
For the lifestyle shoot, I co-styled the mood, wardrobe, and visual concepts that balanced playful perspective with expressive styling. Grounded by eclectic landscapes and candid human moments, the imagery brought warmth and narrative depth to the broader campaign system.
brand catalog
Our annual catalog was one of our most beloved marketing pieces. To carry the campaign’s sustainability story into its production, we sourced 100% recyclable paper and lower-impact printing methods. I placed each product within the rider’s world by weaving its name into the surrounding environment and pushing perspective, angles, and unconventional layouts throughout.
