Norco Brand Refresh

The Brand Refresh project boldly expresses Norco's new visual language while driving sentiment and elevating the brand.

Dusting off the mantle and putting new paint on the walls; this organization-wide project breathed new life into every aspect of Norco, an iconic company founded in 1964. Further articulating the premium angle of the brand, the elusive why buy, and furnishing the approach at which Norco markets bikes for the future of MTB.

Role: Creative Direction / Brand Strategy / Writing / Producer / Project Management

Cinematography: Andre Nutini, Liam Mullany
Edit/Motion Design: Zach Rampen
Art Direction: Alejandro Alarcon, Ryan Davis
Photography: Bruno Long, Bill Hawley, Brayden Rastad, Robin O'Neil, Andy Vathis
Copy: Richard Belson
Art: Tyler Keeton Robbins

 

Norco | No Other Way Features

Brand & Product Storytelling

The Ask: Rebrand Norco's Content

The How: By codifying Norco ridership through a series of No Other Way Features that capture relatable bike experiences.

We initially aimed to prioritize capturing impressive moments for the brand video using a broad approach. However, we found that focusing on the smaller, in-between moments allowed us to uncover deeper and more authentic stories. This approach provided us with opportunities to feature specific experiences more extensively, allowing us to capture and create more content in one go.

Role: Ideation / Creative Direction / Storyboarding / Brand Strategy / Titling

Directed By: Andre Nutini and Zach Rampen
Cinematography: Andre Nutini, Liam Mullany, Harrison Mendel, Brody Jones, Chris Seager
Edit/Motion Design: 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

 

Range | Ride Beyond

Product Launch Campaign

This product launch showcases the new Norco Range by incorporating earth-shattering metaphors connected to the personal pursuit of riding beyond your boundaries and capturing the capabilities of the bike.

The campaign is a case study of a charismatic product that pushes the envelope, and the magic surrounding it. The elements and assets reveal the Range in an engaging, polished presentation and are a celebration of innovation not only for the product itself but for the Norco Brand as a whole.


Role: Creative Direction / Storyboarding / Campaign Strategy / Production Manager / Graphic Design

Ride Beyond: The Norco Range
Director: David Peacock
Rider: Lucas Cruz
Director of Photography: Andre Nutini
AC: Geoff Hewat
Cable Cam Operator: Matt Maddaloni/Sea to Sky Cablecam
Grip: Alexi Godbout
Farmer: Ben Davies
Bike Mechanic: Marisa Harder
Talent Scout: Austin Ross
Colour: Sam Gilling
Sound:Keith White Audio
Music: The Pit (instrumental) by Public Service Broadcasting
Photography: Robin O'Neil, Bill Hawley

Forged: No Other Way Feature
Director of Photography: Andre Nutini
Cinematography: Liam Mullany
Edit/Motion Design: Zach Rampen
Colourist: Sam Gilling
Sound Design: Keith White Audio


Range | Bike of The Year

Product Award Campaign / Event Activation

Norco Range: Pinkbike 2021 Bike of the Year
Creating a bike this fast took every ounce of innovation and imagination Norco had, and they were pretty stoked that the editors at Pinkbike felt the same way we do about it, so why not celebrate it big?

24k, 400 troy oz. gold brick - one for every internal department and distributor big.

Role: Creative Direction / Experiential Design / Product Design (Brick, not Bike!) / Event Activation / Project Management

Cinematography: Clay Porter
Rider: Bryn Atkinson
Edit: Clay Porter
FPV Drone: Ross Has A Drone
Drone: Jonathan Chandler
Sound Design: Keith White Audio
Photography: Anthony Smith, Bryn Atkinson, Bill Hawley
Gold Brick: Warren and Wayne Wood Co.
Bike Showcase: Carson's Customs


2020 Olympics Colorway | XC MTB

Product Creative

TOKYO 2020 CYCLING MOUNTAIN BIKE MEN'S & WOMEN’S CROSS-COUNTRY

With The Games fast approaching and a final decision from Cycling Canada landing two Norco athletes spots in Toyko; the creative team at Norco was under the gun to come up with a novel concept for the coveted Olympic frame colorway.

“How about we literally press maple leaves laced in gold on both models of the Revolver?”

Spinning Maple Into Gold

Role: Ideation / Creative Direction

Edit/Photo: Nick Iwanyshyn
Paint: Velocolour
Art Direction: Alejandro Alarcon
Graphic Design: Sam Gauthier
Copy: Richard Belson
Content: Evan Poitras