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Specialized

Fall/Winter Clothing Launch

What we did

  • Concepting
  • Creative Direction
  • Scouting
  • Production
  • Photography
  • Videography
  • Post-Production

Specialized Bicycle Components was in need of a full brand refresh, beginning with their new, expanded clothing line. With experience helping brands shift course, the match was made.

Working hand-in-hand with Specialized, we executed the desired creative direction through concept development, scouting, and production of an 8-day photo shoot including road, gravel, and trail riding. With the added challenge of accommodating COVID-19 restrictions, the production plan focused on limited travel and managing a robust shot list with minimal staff and talent. Stills and video were captured each day for all SKUs in the Fall/Winter 2020 clothing line. Following the shoot, VanWeelden Creative managed every aspect of post-production including color correction, editing, and recommendation of selects for each and every product page.

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Video

Crush winter like its gravel.

On the video side of things VanWeelden Creative directed and shot a series of videos to showcase the layering capabilities of the cold weather winter line. These videos live in the product pages with a clear focus on the product features and benefits with inspirational riding scenes and offbeat jazzy music to keep the viewer captivated. Beyond the PDP videos we also put together some category videos for the ROAD and TRAIL clothing lines.

Agency VanWeelden Creative

Director/Stills Dylan VanWeelden

Video Nathan Johnson

Editing/Color Specialized