Ghost E-Riot Photo and Video Production

Client

Ghost x LOAM

Year

2020

The Brief

Ghost came to us looking for a different kind of launch campaign for their new E-Riot bike. They didn’t want the usual high-energy stunt video—they wanted something that felt real. Something that would inspire riders to take on their own adventures.

My role was to develop the creative concept and oversee the entire production, from initial idea through to final delivery. The project included a hero launch video, a full photography campaign, and a range of supporting video assets.

Shaping the Concept

Planning the Shoot

Rather than going down the typical route of extreme riding and high-flying action shots, we wanted to focus on the experience—the feeling of setting off into the unknown and seeing where the trail takes you.

The Scottish Highlands felt like the perfect setting. They’re rugged, wild, and unpredictable, but still within reach for riders looking for adventure. The idea was to create a story that felt aspirational but not out of touch—something that made people think, I could do that.

From that foundation, I built out a narrative that framed the E-Riot as more than just a bike—it was a way to explore further, ride deeper into the mountains, and experience something special.

Once the concept was in place, I worked on the script and storyboard, shaping the flow of the video and making sure we could bring the idea to life within the constraints of time and budget.

We had four days to shoot, so everything had to be carefully planned. One of the key creative decisions was to open with something unexpected—a diver pulling a scallop from the seabed. It was a small moment, but it helped set the tone, making it clear this wasn’t going to be a typical mountain bike video. From there, we revealed a boat anchored in a remote bay, loaded with bikes and ready for adventure.

With the plan locked in, I briefed the videography team ahead of time, making sure we were aligned on creative direction, shot selection, and the overall storytelling approach.

On Location in the Highlands

Post-Production & Delivery

Shooting in the Highlands is always unpredictable, and we got hit with classic Scottish weather—rain, wind, and fast-changing light. But rather than fighting it, we embraced it. The mist, the mud, and the soaked gear all added to the authenticity, making the footage feel even more raw and real.

On location, I worked closely with the videography team to make sure we were capturing everything we needed while staying flexible to the conditions. We followed the riders as they crossed rivers, rode ridgelines, and took on remote singletrack—showcasing not just the bike’s capability but the whole experience of an adventure like this.

With only two weeks to turn everything around, post-production was fast-paced. In the end, we delivered:
• A hero launch video
• 30 supporting video assets for different platforms
• A set of 150+ photos for Ghost’s marketing and social media

My job was to manage the post-production workflow, making sure edits were progressing on time and feedback loops ran smoothly. With so many moving parts—Ghost’s internal team, the agency, and the videographers—it was all about keeping everything on track while making sure the creative stayed strong.

The Outcome

Key Takeaways

The final campaign delivered something different from the usual e-MTB launch—a story-driven film that felt real, engaging, and true to the spirit of mountain biking. It wasn’t about showing off; it was about inspiring people to get out there and ride.

Looking back, this project was a great mix of creativity and problem-solving. We had to balance storytelling with logistics, work around the challenges of weather and terrain, and bring together a lot of moving parts in a short timeframe. It was a team effort from start to finish, and I’m proud of what we created.

This project highlights my abilities in:

  • Shaping a Story-Driven Campaign – Developed a concept that moved away from typical high-energy stunt videos, focusing on real adventure and exploration.

  • End-to-End Project Oversight – Managed the entire process, from creative direction and scripting to production and post-production, keeping everything aligned across multiple teams.

  • Adaptability & Problem-Solving – Worked around unpredictable Scottish weather and shifting logistics to capture authentic, engaging footage.

  • Fast-Paced Execution – Balanced tight deadlines with creative quality, delivering a hero film, 30 supporting video assets, and 150+ photos for Ghost’s marketing.