Mike’s Bikes holds a personal place for me — they sold me my first real adult bike, so there’s genuine energy whenever I get to work with them.
The approach here is always social-first: lead with a hook, hold attention, and let the vibe do the selling. I shoot both video and stills, and I give myself room to inject my own style into the work — the kind of thing that makes a scroll stop. Less polished catalog, more “I need to know what that is.”
This was a two-part collab. Ostroy and Cervelo each dropped exclusive pieces with Mike’s Bikes, and I treated them as two completely different creative problems.
The Ostroy resort shirt had an immediate sunny, laid-back energy, so I leaned into that. I pulled reference from a Nana Jacqueline campaign that soft Côte d’Azur feeling, and shot b-roll on a vintage handycam to keep it grounded and a little rough around the edges. Less ad, more afternoon.
The Cervelo needed something different. That bike is aspirational hardware, so the video had to feel like it. High energy, performance-driven, the kind of pacing that builds — then one final beat of silence to let it land.