Ride Concepts has an incredibly talented team of Factory riders that have been in the sport for a long time. A handful of the riders have their own “signature” models—custom colorways that each athlete contributes to. For 2022, we needed to showcase and promote their signature models with a limited budget. The solution was to use some archive footage of the athletes in one “shredit” style video. I was responsible for the creative direction of the campaign and managing the video editing team.