Task
Lead the creative direction, photography and launch campaign for Daryl Brown’s Summer Surge edit, building a visually striking release that elevated both the film and the market presence of the Whyte E180.
Approach
Direct the shoot and capture the full photography campaign, creating dynamic imagery that showcased Daryl Brown’s riding style alongside the performance and engineering of the Whyte E180. Edit and repurpose video footage into short-form social content, teasers and paid assets tailored to platform behaviour across Instagram Reels, TikTok and YouTube Shorts, ensuring the campaign had reach before and after launch. Develop a multi-phase rollout including a high-impact teaser campaign, a content-rich landing page designed to tell the story of the edit and highlight product features, a social and paid media plan using key stills and motion assets, and a post-launch content stream designed to maximise longevity.
Result
Deliver strong performance across awareness, engagement and commercial impact, with the landing page generating a 64% increase in traffic and a 41% rise in average session duration. Drive a 29% uplift in E180 sales following the campaign, while the teaser and full edit contributed to a 78% increase in social engagement and a 52% rise in shares and comments. The project also gained recognition across leading MTB and action sports media, helping extend reach and strengthen brand credibility. The campaign proved the value of combining athlete-led storytelling with conversion-focused creative execution.
Client
Whyte Bikes
Category
Campaign Creative, Photography
Role
Creative & Art Director, Design Lead, Photographer
Year
2024
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