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I worked in United Sport & Cycle’s marketing department for 5 years where I was responsible for design, email marketing, creative direction, and advertising. This “Holiday” campaign project is one of my favourites from the time. This is because it marks the major shift in how United Sport & Cycle approach retail marketing.

This campaign transitioned United from stock imagery to in-house photography and video. Every image we used included our own product from the sales floor. As such, we wrapped each item, strategically ripped open the packaging, stained our own planks for the “floor” of the shots. In contrast to just downloading stock images, it was a giant effort for our little marketing team. And it paid off big time. They finally have something that is truly “them” and has something of a spirit to it.