Out of the living room for the first time.
ROUVY is a real-world cycling app. It connects riding at home and outdoors through real routes, real places and real goals all year round. Taking the brand out of the living room meant new content from the ground up: defining how it should look, shooting it and continuously testing which creatives work.
- Figma
- Photoshop
- Lightroom
- Magnific
- Claude
- Asana
Production in Portland
Four intense days, seven locations and three rider types. In Portland I mainly shot photos and contributed to part of the art direction. Shooting at that scale was new territory for me too. We shot interiors with new hardware and outdoor scenes in the Columbia River Gorge and below Mt. Hood – all during the production of a hero spot by Ocean Front Entertainment. At times there were over twenty of us on set. 420 photos made it into use.
Content for the whole season
The goal was to shoot photos and video for the entire upcoming indoor season. We built every scene for one of three rider types – our “buddies” the brand speaks to. As a result, marketing has a stock of photos and video for each of them for months ahead.
Photo and video at once
I produced the photos together with videographer David, so we filmed and photographed most scenes at the same time. The result is photos and video of the same moments that share one visual line across campaigns.
How it started
For years ROUVY looked like training at home: cyclist, trainer, screen. Interior photos were heavily staged and studio-like. The brand switch was meant to take the brand outdoors for the first time, and that meant rebuilding the entire art direction.
I put together the rules, guidelines and direction for outdoor and indoor communication so it would still be one brand. Everything realistic, authentic and natural: real people, emotions, interiors and experiences. That’s Keep it real, and today it guides all of ROUVY’s visual communication.
Portland and Keep it real are just one chapter. Alongside them I create content for ROUVY with pro teams, performance campaigns and their testing.
More work for ROUVY