Ambassador
An ambassador program was essential to localizing Bianchi’s presence in the US. I selected professional crit racer Avry Howes to represent Bianchi’s new direction in the US.
For this project, I selected photographer: Christopher Stricklen as the main photographer and director and videographer Nick Karambelas
Christopher was perfect for this project as he understood the style I was going for. I wanted assets that captured a more gritty aesthetic of riding. This style acted in contrast to Bianchi’s traditionally ultra-polished aesthetic.
