every day new bike day

Shimano's #newbikeday campaign put the focus on their wear-n-tear drivetrain parts, for mountain bike, race bike, and city / e-bike. Directed by Michiel Rotgans under the flag of Amsterdam-based creative agency Fitzroy Amsterdam, I was brought in as Director of Photography to shoot the mountain bike and race bike films in the French Alps. The rest of the 13-man crew did a stellar job in everything from concepting to editing the pieces together - this was a true team effort!