CLIENT

STRAVA

YEAR

2022

ROLE

ART DIRECTION

BRIEF & CONCEPT

MOOD BOARDS & SHOT LIST

WARDROBE DIRECTION

POST-PRODUCTION

Moving at the speed of storytelling.

For this shoot, our focus was to capture Strava athletes in their natural element and create a series of images that really meet them where they are: real, in-the-moment, visceral, showing sport as a way to express ourselves, a celebration of intersectionality and diversity, charged with energy, adventure and gritty authenticity.

We partnered with Photo Pace, a unique collective of sport photographers all of whom are cyclists, themselves. In a single day, starting at the crack of dawn, we rode from the heart of San Francisco down the coast to our final destination in Santa Cruz. We approached this brief from a documentary lens, to tell the story of an epic daylong journey.

We focused on capturing feelings and the spirit of the day just as much as capturing the obvious subject matter. In addition to cycling action shots, we created vignettes of the athletes, especially those in-between and imperfect moments — the post-ride coffee, the sweat, the roadside flat repair. Together, these images tell the story not only of the ride, but of each person and the camaraderie that makes sport worthwhile.

“It’s rare to find a creative leader like Zoe. Her process is highly collaborative, detail oriented, and her work is always visually compelling. She works quickly, able to prioritize multiple projects, and always raises the right flags to make sure the work is done right. I appreciate how approachable Zoe is throughout the project. She makes me feel like no question I have is too big or too small. I love seeing how she dives in to creative briefs, her enthusiasm for design is so inspiring.” — Melissa, senior producer