Concept, design, and art direction for the launch campaign of Trek’s new full-suspension gravel bike, CheckOUT
Photo & video: Dylan Remis | Copy: Emily Thome | Product Manager: Whitney Beadle
As one of Trek’s most daring and exciting launches in recent memory, this launch was designed to firmly establish the brand as a serious contender in the bikepacking space.
From the outset, the goal was clear: pass the sniff test of seasoned bikepackers who wouldn’t typically consider Trek for their adventure rigs.
Through months of concepting, endless Google Maps rabbit holes, and meticulous gear selection, we delivered a bike that did exactly what we set out to do—make a bold statement and create real momentum in a new-to-us market.
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CheckOUT Paid Social Ads
Retail signage
Photo selects
CheckOUT Launch Email
The goal with the launch email was to capture the audience’s attention immediately, while also educating them on this brand new bike platform.
Behind-the-scenes
Concept
Working closely with our copywriter and brand manager, we developed a cohesive, authentic launch plan that would highlight everything this bike has to offer.
We had previously developed brand guidelines for the Trek gravel line-up. My task was to make the shoot feel fresh and exciting, while also having it exist within the pre-established guidelines.
Pre-Production
From my remote office in Atlanta, I scouted potential shoot locations in Silverton, Colorado. Using Google Maps, Strava, Bikepacking.com, and meeting with our local rider, I was able to provide exact riding locations for the on-location teams.
In advance of the shoot, I curated two outfits, camping gear, and on-bike gear that were authentic to the rider and on-trend with bikepacking culture.
In pre-pro meetings, I aligned the teams on shot lists, priorities, and moodboards.
