These images started the same way a lot of our favourite work does— without a plan.
Ethan was hanging out and riding in Pemberton, camera in hand, and no brief to answer to. Two riders, a network of dirt tracks carved into the BC interior, and an afternoon of fun.
Pemberton has a particular quality to it with its dramatic landscape and unforgiving terrain. On steep inclines with riders pushing hard loose dust becomes atmospheric, softening photos and adding depth. It gives the images a quality that sits somewhere between documentary while also being campaign-ready, and that juxtaposition is what we find most interesting here.
What started as a casual afternoon ride turned shoot, has real potential in commercial territory for athletic apparel, gear, and lifestyle brands whose audience actually live and breathe, not just dirt biking but really any outdoor sport. One frame in particular focuses on a rider's Fox pants, gloves, and helmet and it really is the kind of detail shot that does quiet but effective work in a campaign context.
Ethan's relationship with riding culture across Ontario and British Columbia informs this work in ways that is hard for an outsider to replicate. These aren't images made by someone observing the sport, they're made by someone who understands it from the inside, and that comes through in what gets captured and when.
If you're an athletic apparel or outdoor lifestyle brand looking for campaign imagery that comes from genuine participation in the sport, we'd love to hear from you :)
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