Malle Mile Beach Race - Margate

June 10, 2024

"Why do the gas fumes smell so weird?"

"Oh, they use jet fuel to make the old bikes go faster!"

The Malle Mile race in Margate was something to behold, and honestly a new experience for me. Coming from a relatively lawless country, or least one that plays lawless on television, I often find myself having the expectation of most other countries being buttoned down, polite, if not uptight. A bunch of drop-outs, petrol heads, and probably more than a few brilliant backyard engineers putting their lives on the line by holding a bent wrist as long as the they dare, well, it wasn't something I was expecting. I suppose things that go against expectations, that surprise you, they're even more fun.

Thanks again to Petor (@dear_susan_) for the invite and enabling my film-addiction.
Shot on Ilford HP5, developed by Cameralisatie

Sour Bicycles: Full Suspension Launch

June 05, 2024

A coordinated launch of two new full-suspension platforms.

Sour is a small bike brand in Dresden, Germany, producing steel frames locally. The Cowboy Cookie and Double Choc are two new models that also mark the launch of the first full suspension bikes at Sour. These new bikes also signify the launch of the Sour Racing Development (SRD) program, a division created to house the wild projects thought up by the owner of Sour in his free time. A downhill Pinion bike and a new gravel bike are among the projects housed in the exclusive, limited-numbers SRD program, where they can be developed during “free time.”

Both the Cowboy Cookie and the Double Choc were launched on June 4th at 5 pm CET to coordinate with an ever-growing market in the USA, a new focus for Sour Bicycles. Media partners were brought up to speed via email, and a press/media pack was made available to all interested parties.

The Radavist has been a valuable outlet for Sour, not only providing media coverage but also working closely with the brand to help steer aesthetics on a pair of test bikes for the website. Josh and John will ride a Double Choc and Cowboy Cookie, respectively, for an initial review and long-term review.

Bikepacking.com is also a significant part of many marketing campaigns at Sour. Sour produces several models that have bikepacking DNA woven into the design, even if only partially. The Cowboy Cookie is no exception. During the design process, I advised the team to raise the top tube height and incorporate the potential to add braze-ons in uniquely “bikepacking” spots on the bike for attachments like a third bottle cage and a so-called bento box behind the stem on the top tube. By adding these small features, the Cowboy Cookie not only appeals to a larger demographic but also increases its attractiveness to certain news outlets like Bikepacking.com, without detracting from other more “pure” MTB news outlets like MTB News.

In the end, Sour Bicycles saw record engagement across all active platforms and a “flood” of emails. To provide better coverage for this launch and future ones, an “ask me anything” session was added to Instagram. All questions were recorded and brought into the fold at the company to better inform future launches and identify what information is important or missing. Bikes are complicated, and it’s often a challenge to convey all important specifications while remaining concise.

Link Selection:
MTB-News.de
Bikerumor.com
Bikepacking.com
Theradavist.com
GMBN Tech News
And various “guerilla” forums, IG/YT posts

Youtube:
Cowboy Cookie: Dream Build
Sour Double Choc: “Shreddit”
Sour Cowboy Cookie: “Shreddit”

Budget:
No dedicated budget

Highland Trail 550

June 03, 2024

As a fun project to challenge my photography and videography skills, I proposed an idea to the organizers of the Highland Trail 550. By coming to the Highlands for the Highland Trail 550, I was able to increase exposure to a fantastic, and fantastically under-exposed race in the North of Scotland.

In the end, I was able to produce photos and content for several brands, the organization, and Bikepacking.com [here] and [here]. Below is a sample of the photos I made. Video content is yet to be released in a short-form documentary of the women's field at HT550.

The Highland Trail 550 is characterized not only by its famously challenging landscape and fleeting moments of joy when the storms break but also by its equally fleeting race organizer, a sort of mad genius type. Alan has stitched together a route over mountains, through bogs, and to earth’s end in Northern Scotland. The race is unrelenting, with the relatively monotone Southern loop giving way to an ever-changing, ever-challenging middle and Northern loop.

Alex came out of the gate swinging. Having flatted out of the 2023 HT550, Alex had a bone to pick in 2024. Although I can’t believe anyone could doubt Alex’s abilities, I also can’t imagine many would have guessed his performance would have been as stunning as it was. “He’s going to burn up,” “he started too fast” were the murmurs amongst the peanut gallery, yet, despite flying really close to the sun, Alex’s wings never melted, and he rode to a course record on his steel Fairlight Holt.

Finishing your first ultra-race is a feat. Finishing the HT550 is never a given. Finishing your first ultra, at the HT550… in first place? Unheard of. Kerry not only finished within spitting distance of the previous women’s record (on a longer course!), but she also did so during her first ultra experience and on her birthday! You couldn’t make this up if you wanted to. Kerry laid down a breathtakingly strong race, finishing 6th overall, and always positive and flexible, no matter the situation. Amazing.

To say I did it alone would be the farthest from the truth. Neil worked as a fixer, driver, drone operator, and b-camera/sound guy. In short, he was indispensable. Neil is a very talented designer and helped lend a critical eye to any shot I was trying to frame up. Thanks again, Neil!