Lazer KinetiCore Vento and Strada Photoshoot
Client
Lazer in-house
Year
2020
The Vision
For this shoot, I wanted to do more than just take product photos. The goal was to capture the real feeling of road cycling—the grit, the effort, and the moments that make the sport what it is.
Rather than polished, studio-perfect images, we aimed for something more natural and authentic, inspired by Rapha’s storytelling approach. Their imagery doesn’t just showcase kit; it tells a story about the ride, and that was the direction I wanted to take for Lazer.
Bringing It to Life
I pulled the shoot together from start to finish—choosing the location, bringing a photographer on board, and making sure we were all aligned on the creative direction. We shot in Spain, where the light and landscapes gave us the perfect setting to capture the essence of the sport.
On location, I worked closely with the photographer to make sure we caught the right moments—not just clean product shots, but the reality of cycling. The sweat, the concentration, the feeling of pushing on. The helmets were always part of the story, but the focus was on the ride itself.
The Outcome
Key Takeaways
What we ended up with felt real. The images didn’t just show helmets; they captured the experience of cycling in a way that connects with riders. The shoot wasn’t about over-styling or forcing a narrative—it was about letting the sport speak for itself.
This project was a reminder that great images aren’t just about great products; they’re about understanding the people who use them and the passion that drives them forward.
This project highlighted my skills in:
- Creative Direction & Vision – I had a clear idea of how I wanted the shoot to feel—natural, real, and true to the sport.
- End-to-End Project Management – I pulled things together, from picking the location to bringing in the right people and keeping everything on track.
- Collaboration & Teamwork – I worked closely with the photographer and team to make sure we were all on the same page and capturing the right moments.
- Brand Storytelling – This wasn’t about staged product shots; it was about creating images that genuinely connect with cyclists.
- On-Location Problem Solving – Being there meant I could help steer things when needed, making sure we got the right balance of product and storytelling.
- Keeping the Rider in Mind – More than anything, this was about understanding what road cyclists connect with and making sure the images reflected that.
