This limited edition onsie was developed to use up a balance of Merino Wool fabric that was sitting with one of our vendors overseas. The value was to create buzz for the RF brand. It was such a highly successful social/digital campaign that we added a second production run to use up all remaining fabric and satisfy the disappointed crowd who had developed FOMO.

Video concept: I envisioned one of those adorable kids you see around town who simply refuse to take their Spiderman costume off, even to wash it. It took some convincing to get our marquee athlete, Wade Simmons, onboard for the video production…but only initially. The bank, grocery store, and especially the laundromat were all written into the brief.

Digital/Social concept: I sent several onsies out to industry influencers in exchange for a testimonial. This created the content for the Pinkbike article and social shares to accompany the video roll out. View Article

My role: Product concept, campaign brief, copywriting online article, logistics with influencers, creative sign off, oversight of product development.

Credits: Connor Mcleaod (video), Margus Riga (photography), Travis Bilton (product design and development), Siupo Low (product development)

In 2010, I identified a gap in the RF women’s collection; a DH/park short. Most female riders, at the time, opted to wear men’s styles given the limited selection of women’s-specific options available in the market.

Khyber Short: A fabric sourcing trip overseas determined we would develop a custom fabric for this style. The selection of a textured, 2-yarn woven face fabric gave the short a fashionable look, but lacked the structure to stand up to the abrasion resistant spec and the trims required for the garment. Working with a fabric converting vendor, we developed a 3-ply fabric (addition of a water-proof membrane and inner mesh fabric for wicking and comfort) to address these structural and abrasion requirements. A Dupont DWR treatment was later added to the face fabric to act as a stain guard, particularly important on lighter colourways. The Khyber short became a staple in the line with small improvements each season to remove weight and adopt current technology (i.e. replacing the zippered thigh vents with laser perforated venting).

Khyber Jersey: this 3/4 sleeve length jersey pattern rotated seasonally from racing stripes with contrast ribbon detailing down the back, to a reversible version with a conservative solid colour blocking outside and polk-a-dot overall print on reverse offering two jerseys in one, to the current colour blocked patterning offered in the collection today.

Khyber Glove: the Khyber glove originally launched as a highly protective, burly style. As glove trends evolved, with riders seeking lower profile styling, the glove was redesigned to address these emerging market needs. The evolution is a slip on style that features minimal patterning for rider comfort, while maintaining strategic fabric mapping for durability.

My role: Line plan development, short, jersey, glove design and development (including full tech pack production), catalog coordination and build over several seasons, copy writing of tech specs.

Credits: Margus Riga (photography), Travis Bilton and Siupo Low (product development in later seasons).

The Union Jacket is a quilted, insulated piece designed for the RF street wear collection.

My role: Line plan development, product design and development (including full tech pack production), fabric sourcing, catalog coordination, model selection, on location oversight and logistics at shoot, copy creation of tech specs, final catalog build, online marketing. See Article

Credits: Connor McLeod (video), Margus Riga (photography)

The Love Handles campaign plays on the silicone material the grips are constructed of, differentiating it from other grips in the components line. The voice of the brand, and my direction as the Director of Marketing at the time, was to push the envelope but never cross the line and risk alienating a faction of our larger, more conservative, retail customers. Cheeky and clever, the execution of this concept was on brand and the campaign successful garnering compliments from buyers of large North American sporting good chains. View Article

My role: Planning, location and model scouting, logistics coordination leading up to the shoot, staging on set, oversight of final ad layout creative and copy creation.

Credits: Dan Fong (concept & print ad layout), Sterling Lorence (staging and photography), Connor McLeaod (video), Rob Bohncke (sexy sax)

The Loam Ranger style was inspired by my dad’s old fishing jacket. For years his flannel jacket was my go-to cover up after sweating it out all day doing laps of the Whistler bike park. Chilly when coming off the hill, I would instictively put it on and my friends commented that I should really make an RF version…and so the Loam Ranger was born. This style was later adopted as a co-branded Fox Factory and NSMB piece.

My role: Line plan development, product design and development (including full tech pack production), fabric sourcing, catalog coordination, model selection, on location oversight and logistics at shoot, copy creation, final catalog build, online marketing. View Article and Video

Credits: Connor McLeod (video), Margus Riga (photography), Dan Fong (thanks to Dan for popping his head up from his cubicle and offering up such a fantastic name for this garment).

The Next R “rally” crank was engineered for strength; designed to withstand the force of pro racers descending the most punishing trails on the world cup circuit. The concept for the print ad is the aftermath of a podium win. Inspiration taken from movie “The Hangover”.

My role: Location scouting, prop selection (including “Flower” the chicken), on location staging and oversight.

Credits: Concept (RF creative team), Sterling Lorence (staging and photography), Dave Keras (on location oversight, staging and final print ad production).

As the Director of E-commerce I led the company through the process of opening up a direct to consumer channel. For the first time in the history of the brand, consumers would be able to purchase online directly from a B2C shopping site. The scope of the project was multi-tiered involving Operations, Sales, Finance and Marketing department preparation internally while simultaneously working with an outside contractor to define site functionality, design and build. The ultimate project goals were to create an additional revenue stream for products not carried by the existing dealer base and provide an online shopping experience for consumers that was user friendly, responsive, and allowed customers to purchase multiple brands in one shopping cart. View ShopRFE

My role: Wrote a comprehensive Go To Market (GTM) strategy, researched various e-commerce platforms to select the best option, worked with each department in discovery to define milestones required with follow up meetings to check off defined tasks keeping the project on track, liaised with outside contractor through design and build defining functionality and optimal UX, worked with e-comm coordinator to define product specs for CSV upload, developed promotions with partners to tap into 3rd party lists to bolster our existing mailing lists, created promotions calendar for social posts and direct mailings, researched apps to improve site functionality (i.e. back in stock alerts), developed a more robust accessories program to be in stock leading into the holiday season (i.e. stocking stuffers), researched affiliate marketing partners to drive traffic.

Credits: Key Staff from each department (input and execution of specified tasks), Daniel White (e-comm coordinator), Matt Hornland (thumbnail photo gallery page).

The Next SL Carbon Crank Campaign was a high profile product launch for the Race Face brand. Not only was the campaign launching the lightest carbon crankset in the world, but the most compatible. The project encompassed the launch of new technology, the versatile CInch system. The scope of the project included branding this new interface, print ad, packaging, media packages, online promotion prior to the official launch at the Eurobike Tradeshow in Germany, as well as tradeshow booth assets to explain the technology to industry and media.

As a smaller components brand in a competitive space, our ads had to stand out; capture the readers attention in seconds. We had a double page spread buy in Bike magazine fourth page (a deal I had brokered the year prior). This buy gave customers the impression that we were a much larger brand than we actually were at the time. With tight resources, it was imperative we use this space effectively with new creative every six weeks. The typical Bike magazine shot was formulaic: big riding shot, product shot and marquee athlete (if possible). My direction was to step away from this dated formula and look for inspiration in more progressive industries like auto. Our creative began moving towards visual metaphors.

In collaboration with Rethink Creative Agency, we pushed this visual metaphor strategy further, resulting in the balloon ad and creative media packaging concept.

My role: Worked with Rethink to define project / deliverables expectations and vet concepts, location scouting, prop sourcing, coordination and oversight on shoot, ad copy creation, final sign off on ad layout, packaging design execution, media package build, delivery and follow up, oversight of online marketing assets and promotion.

Credits: Rethink Creative (concepts lead creative Scott Schneider), Sterling Lorence (staging and photography), Dan Fong (print ad and online asset production).

One of the challenges of shooting a print ad in Vancouver in January… ugh, weather. With a looming ad deadline, we put our heads together to develop a winter riding concept embracing the snow. The Off season ad and video was shot in partnership with Mt. Seymour featuring the skills of Slopestyle athlete Mitch Chubey hucking a snow booter. For a cohesive look, the product was professionally frozen into large blocks of ice. A behind the scenes video of this slightly risky undertaking was filmed to round out the campaign. View Video

My role: Overall planning and execution of concept, planning and logistics with Mt Seymour, sourcing and logistics with ice sculpture professional, on location oversight at location and studio shoots, final ad and video sign-off.

Credits: Sam Richards (concept), Sterling Lorence (ice sculpture studio photography), Margus Riga (riding photography), Connor McLeod (video), Dan Fong (print ad production).

The Spring Summer 2019 collection is arguably the strongest Race Face apparel line our soft goods team delivered. A versatile colour palette ensures mixing and matching of kits to merchandise throughout the collection. Refined carry-over styles and new style additions to the line kept customers re-ordering but saw growth and interest in new patterns and designs. View video.

My role: Line plan direction and product development, athlete selection, location scouting, on site photo shoot coordination and direction for the catalog, sign-off on final digital deliverables and distribution, forecasting and budget management for the season.

Credits: Rob Bohnke (on location coordinator), Margus Riga (photography & staging), Connor McLeod (video assets), Dave Keras (post-production catalog build).

The DIY Short (now Charlie Short) is the result of listening to feedback from female athletes, fit models, and visitors at tradeshow events. All riders are often between sizes and can fluctuate in the off season. Females in particular have many different beautiful body types which can be hard to address when it comes to apparel fit. I was inspired by the yoga industry to design a short which would accommodate various physiques while eliminating traditional trims and bulk from the waist area that can be felt when in riding position. The result is a stretch body fabric with wide Lycra waistband. A risky move away from traditional mountain bike apparel that ultimately became the best selling short in the RF women’s collection.

My role: Line plan development, product design and development (including full tech pack production), fabric sourcing, catalog coordination, model selection, on location oversight and logistics at shoot, copy creation of tech specs, final catalog build, online marketing. View Article and Video

Credits: Connor McLeod (video), Margus Riga (photography)

The King of the Ring Ad campaign plays on the success of the lightest Race Face carbon crank arm. An evolution of the Next SL Carbon crank, this product introduction is significant with the inclusion of a carbon direct-mount ring.

My role: Location Scouting, On site photo shoot coordination and direction, Sign-off on final print ad deliverables, build of digital article.

Credits: RF creative team (campaign concept), Sterling Lorence (photography & staging), Connor McLeod (social media video assets), Dan Fong (print ad production)

Spring/Summer Campaign for Britannia Mine Museum, in collaboration with Cossette Ad Agency, Vancouver location.