A print campaign with a super tight deadline and no new photography could’ve been a stall-out. Instead, we turned constraint into a launchpad, ditching the usual mountain bike mag visuals for something gutsier. We traded images for raw, evocative words – copy that lit a fire under riders to book a trip to BC’s lift-accessed bike parks, stat.

I fuelled this pivot, crafting copy that tapped straight into the mountain biker’s psyche – stoking their hunger for shred and layering on just enough FOMO to push the trigger.

The outcome: a brand campaign that planted riders on those lifts, ready to rip.