Trek Marlin+
Design and art direction for the launch campaign of a brand new e-MTB
Photography: Russell Holliday / Video: Bang Bang Studios / Copy: Martina Platte
The Marlin is one of Trek’s best-selling, and most beloved bikes. It carries a rich history of fun, and quirky marketing. The new Marlin+ expands the fun-loving family to offer a budget-friendly e-bike for ripping single track, or your morning commute.
Each piece of the launch campaign was created with fun in mind, from a set of character illustrations to photography that pushed the boundaries of Trek’s visuals, and copy that never passed up an opportunity for a pun.
ART DIRECTION
In advance of the shoot, we worked closely with Russell Holliday to establish a clear direction and mood for the shoot. There weren’t any Trek representatives on-set, so getting on the same wave length was key. Bike shenanigans, fisheye lenses, on-camera flash, and candid rider moments were an emphasis.
OUTFIT STYLING
Along with art direction, I (in consultation with real MTB riders on the team), curated outfits for the talent. The goal was to reinforce the bike as cool, youthful, and approachable for many riders.
