The all-new Surly Big Easy!
As part of the in-house Surly design team, I got to work on the launch for the newly redesigned Big Easy. I worked alongside our creative director and copywriter to develop a unique story that would highlight the updated specs while also telling an engaging story. This was set to be our biggest launch of 2024.
After many brainstorming sessions, we landed on the concept of “Easy Does It” - the story of a Communal Big Easy.
“Easy Does It” follows the story of 3 riders who use the Big Easy in their daily life for different tasks - one hauls a broken down bike to the bike shop for repair, another hauls their family around to the park, and another uses it for hauling around paint supplies on their way to complete mural work and pick up a broken down buddy from their truck.
In collaboration with our creative director, I was tasked with art direction for the video and still shoots. We shot in Atlanta, Georgia using Loose Nuts Cycles as our base.
I was responsible for finding the talent that would highlight our 3 storylines as well as scouting locations for our shoots.
We worked with local videographer Nic Huey from Lot43 Studio and our in-house photographer Marty Wood.
The inspiration for our video was to be family friendly while still maintaining the edginess of the Surly brand. We wanted to overlay the video with fun, skate-inspired animations to help highlight feature callouts.
I was responsible for creating the overall graphic style and well as animation overlays.