Role: Creative Direction / Design / Strategy

Challenge
Build brand awareness and passenger adoption for Hullo’s service connecting Downtown Vancouver to Vancouver Island.

Approach
Positioned Hullo as the welcoming connector — emphasizing community and relationships over just transportation.

Impact
Built market recognition through integrated campaigns. Redesigned web experience + increased online conversion rates.

Photography: John Fulton, Michael Weir, Izabel Kazenbroot-Guppy

Strategic Teaser Campaign for E-MTB Innovation

Role: Creative Direction / Campaign Strategy / UX Design

Challenge
Launch the new Fluid VLT e-mountain bike alongside the unveiling of Bosch's global Performance Line SX drive system.

Approach
"Under-seal" teaser campaign with countdown clock drove newsletter signups while building dual excitement for bike + motor tech.

Impact
Generated pre-launch buzz and positioned Norco as a premium early adopter in the e-MTB space.

BTS

Photography: Bill Hawley, Brayden Rastad
Art Direction: Alejandro Alarcon
Copy: Richard Belson
BTS Content: Chris Perrin
Web Dev: Darryl Maximo

Authentic Brand Storytelling - You can’t fake the funk

Role: Creative Direction / Content Strategy / Titling

Challenge
Norco needed to reexamine its content strategy to better connect with its bike community and differentiate itself in a crowded market.

Approach
Captured in-between rider moments like behind-the-scenes in-the-dirt engineering, trail builder mornings, apreś-work rides, alpine campfires, and quiet trail accomplishments; instead of just sizzle-reel highlights.

Impact
Built a scalable storytelling system that delivered efficient production and stronger community connection + established a sustainable framework for ongoing brand narrative.

Episodes:
Forged
Next Peak
Bike Buzz
Part of Me
Due South
Carbon Credit Card
Free to Be

Directed By: Andre Nutini and Zach Rampen
Cinematography: Andre Nutini, Liam Mullany, Harrison Mendel, Brody Jones, Chris Seager, Jared Putnam
Edit: Zach Rampen
Production: Absolute Cinema
Colourist: Sam Gilling
Sound Design: Keith White Audio
Photography: Bruno Long, Zach Rampen, Tom Richards, Ben Schleith, Margus Riga, Sven Martin
Copy: Richard Belson
Content: Evan Poitras

Showcasing Lightweight Engineering Through Integrated Visual Storytelling

Role: Creative Direction / Producer / Campaign Strategy / Illustration

Connecting consistent decentralized still-life design elements from in-studio out to in-situ photo shoot locations, the team captured the lightweight performance potential engineered into the new Fluid Carbon with athlete Mark Wallace.

The outcome? Cohesive and comprehensive go-to-market visuals that communicated lightweight engineering while establishing performance credentials through authentic athlete marketing.

BTS In-Stu
BTS In-Situ

Athlete: Mark Wallace
In-Situ Photography: Anthony Smith
In-Studio Photography: Bill Hawley, Brayden Rastad
Art Direction: Alejandro Alarcon
Copy: Richard Belson
BTS Content: Chris Perrin

Select T-Shirt artwork for in-line S20 & F20 collections.

Role: Graphic Design / Illustration / Type Design

Beta Arctype-Regular.otf type design developed using Glyphs.

A Vision & Word Bureau

Role: Creative Direction / Editorial / Self-Initiated

Mosbueno Ultracolor is a publishing platform showcasing ocular talents and essays in a collection of zines and web ephemera.

Titles include:
- Christ Bananas
- Permasummer - Vision Kingdom
- Blazeguard - Lively Visions
- Mosbueno.net

Photography: Kyle Emery Peck, Chester Jones, Don Henderson, Dan Closser, Jillian Mann, Kyla Trethewey, Lauren Stocker, Jeffery Murphy, Riley Mcmaster, Whistler Luke, Jeff Bennett, Brian Barnhart, Carl Arnett, Ted Van Orman, Kipp Kruger, Dallas Ryder, Jackson Allen, John Wells, Jacob Thacker, George Bolter, Jerome Van Orman, Jake Honesto, Patrick Kempany, Chris Riesner, Mike Davies, Olivier Frei, Eric Hennessey, Lauren Max, Katelyn Compton Escott. Randi Obenauer, CJ Carling, Mike Titgemeyer, Jose Len, Ryan Worcester, Derik Olsen, Zephyr Wadkins, Sandy Carson, Zach Rampen, Grady Corbitt, Michael Sharpe

Story: Jasper Nighthawk, Conor Ryan, Eric Hennessey

Art: Dallas Ryder, Serena Rio

Role: Creative Direction / Campaign Strategy / Graphic Design

Product launches at Norco are kinda a big deal. How to distill all this engineering, tech talk, and bike industry hype into an engaging campaign?

Calls for a bit of intelligence gathering, intuition, and experimentation.

“You know Scott; like a mushroom trip, but with dialed riding and sharp camera work.”

Augment Legend plays a two-fold title role for the Shore - both the bike and sense of place which guides the narrative behind the video and product launch campaign. Through extraordinary visuals that express the spirit and capabilities of the bike, AL amplifies a rider's interpretation of the Norco brand in a raw engaging way.

“Where gravity meets technique & technology amplifies instinct.”

Director: Scott Secco
Rider: Matt Macduff
Cinematography: Jordan Manley / Scott Secco
Visual Effects: Imperial Post
VFX Supervisor: Blair Richmond
Compositors: Camil Adell / Erik Jensen
Post Sound: Keith White Audio
Color: David Tomiak
Photography: Dave Smith
Music: Jeremy Wallace Maclean
Motion Graphics: Zach Rampen
Copy: Richard Belson

Role: Art Direction / Graphic Design

Weissach Auto Group is Canada’s largest independent Porsche store, providing sales and service for Porsche automobiles since 1980. Weissach also champions distribution for Lamborghini and Lotus in Western Canada.

My consultancy with Weissach involved creating campaign materials, sponsorship packages, web development, and implementing a rolling Weissach brand refresh.

Role: Creative Direction / Graphic Design / UI & UX Design

The technology Kali packs into every helmet they make has led the way in helmet development for the past 10 years. There's a remarkable pattern emerging where athletes who have experienced near-fatal crashes are not experiencing concussions. What Kali is doing is saving lives and to be able to tell that story is both a privilege and a necessity. 

•  Brand ID evolution including logo/brandline, sales tools/manual, revised technology story, and new iconography.

•  Implemented account-based tech stack - emphasis on consistency, role clarity, process optimization, and measurement.

•  Curated culture, product, social and story-based content with Kali athletes and influencers.

•  Design and development of new B2C website for both motorsports and bike, each with a proprietary back-end admin.

•  Managed all media briefs and output: video, advertising, and print media including tradeshow assets for US and Europe.

RIP Jordie Lunn

3D Illustrations: Jim Hatch

Role: Bike Park Design & Development / RFP Acquisition

Working with Alpine Bike Parks, I designed the jump lines and full build-out construction documents for the world-renowned Stevie Smith Bike Park, located in the City of Nanaimo, BC, Canada.

#longlivechainsaw

Role: Bike Park Design & Development / Graphic Design / Wayfinding Signage Design

In association with Woodward Tahoe and Alpine Bike Parks, I developed building permits, construction drawings, on-mountain risk management, and wayfinding signage for the mountain bike trails on Boreal Mountain Resort in Soda Springs, CA, USA.

Role: Bike Park Design & Development / Graphic Design

Working with Alpine Bike Parks, Mclaren Bike Park Foundation, and San Francisco Parks & Recreation, I designed and developed the bike park construction documents for Phase 1 of San Francisco's Mclaren Bike Park.

Earth Ramp Bike Parks designed and built The Vanier Bike Park for The City of Vancouver.

Developing ERBP's brand direction, trail services, operations, and bike park design defined a new and progressive bike park experience.

Pinkbike article here.

Role: Creative Direction / Graphic Design / Bike Park Design & Development / Writing / UX & Web Design / RFP Acquisition

The goal of The Specialized Bikescape was to design and construct a selection of trails and associated landscape areas that connect buildings and bring the corporate Specialized HQ community together on their bikes. In association with Alpine Bike Parks, I designed and envisioned the bikescape construction documents.

Role: Bike Park Design & Development / Graphic Design / RFP Acquisition

Developed beside Alpine Bike Parks, Cypress Gravity Park was an exercise in bringing an elevated mountain bike experience to Cypress Mountain Ski Resort. The bike park model never flew but laid the conceptual groundwork for summer bike operations at Cypress Mountain in West Vancouver, British Columbia Canada.

Role: Creative Direction / Brand Identity / Graphic Design / UX & Web Design

Working with Alpine Bike Parks, I designed and built the Oskar Blues Reeb Ranch West trails. Being ensconced in concept to final site completion is as rewarding as it can get when developing bike parks. 

Role: Bike Park Design, Development & Construction / Project Management / RFP Acquisition