These images started the same way a lot of our favourite work does— without a plan.
Ethan was out 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 that turned out to be worth documenting.
Pemberton has a particular quality to it: the landscape is dramatic, the terrain is unforgiving, and the light does interesting things when dust fills the air. On steep inclines with riders pushing hard, that dust becomes atmospheric in a way that's difficult to manufacture. It softens the frame, adds depth, and gives the images a quality that sits somewhere between documentary while also being campaign-ready, and that juxtaposition is what we find 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 this way. One frame in particular focuses on a rider's Fox pants, gloves, and helmet— 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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