Create a distinctive artistic approach for each of the segments of the company.
CONTENT MARKETING - 2020
This segment was created for people who want to commute, connect with people, and use their bike as a mode of transportation.
To accentuate the message Garneau wanted to share with their audience we needed to tell a story through colors.
Often, people commute during the morning to go to work. On weekends, people often commute to connect with friends, go for a cup of coffee, or simply to get from point A to point B.
To tell a better story, it was important to shoot at sunrise, to show that for a lot of people, their day starts on two wheels.
Since we wanted to give it an urban look, it was important to have a lot of desaturated colors, while maintaining an ''orange and teal'' cinematic look.
This segment was is all about creating memories with friends, and discovering new places.
With gravel gaining popularity in the cycling industry, the photographic approach of this segment was to capture moments of cyclists riding on gravel roads.
Since we want to showcase the experience of getting lost in the woods, the choice of colors was very important. We wanted to keep the photos authentic, and accentuate the earthy colors that popped out in the nature.
This segment wasn't about capturing the best shot, it was about the story, which included before and after content.
This segment is all about performing. My task was to create a look that was nice and clean. It was important to create a desaturated monochrome look.