At Felt we get a range of visitors. This past couple of weeks ran the gamut from a junior development road racing team to select members of our professional enduro squad.
The JetCycling junior women’s development team came through for a quick visit to hear how their Felt road and time trial bikes are designed. While we love sponsoring professional riders and seeing their splashy wins, it’s rewarding to see younger racers, see their excitement and feel like you’re giving back to the sport in some capacity.
Not long after the JetCycling team had left the enduro guys were arriving. The seven member enduro team is the biggest and deepest, talent-wise, Felt has had. For Mountain Biking Marketing guy, Eddie McDonald, this was his first chance to get them together and important as the season is only a few weeks away.
“All of these guys are contenders at any race,” said McDonald. It was important for Eddie to meet the guys face to face, as well as have the opportunity to dial in their Compulsions and Virtue Nines.
In addition to taking care of the administrative side of managing a team, the enduro squad was part of the upcoming marketing campaign. An early 0 dark 30 wake-up call to catch the morning light and the crew was headed to the local trails with a photographer in tow.
Coordinating a photo shoot isn’t just showing up and loading into the back of the van with coffee, beef jerky, and a fully charged camera – there needs to be a plan.
Amy Ginn is Felt’s Brand Creative Supervisor, which means she’s the one with the vision of what the photo shoot is going to look like and that means advanced planning.
“There’s the conceptual ideas of what we want to shoot,” explains Amy, “what type of image we want, and then we coordinate with the photographer.”
This coordination means location scouting, organizing the crew, and evaluating the photos as they are shot in real-time. Amy and Eddie had allowed for two days on the trails to get the images they were looking for, but called it a wrap after a day and a half.
Typically the real work begins after the photo shoot as there can be hundreds, if not thousands, of images to pour over looking for that “one” where the sun is perfect and the image is crisp. Fortunately photographer Nils Nilsen was a “Gold star. He nailed it.”
Also filming behind the scenes was Brian Darney, Director of Brand Marketing.” He had his cell phone out videoing the “B roll” action, like Eddie giving out high-fives and Amy falling, but still protecting the iPad as she hit the deck. From there Multi-Media Designer Corey Seip was able to do his magic and splice the footage together into a montage of the day’s activities which teases the upcoming campaign. I gotta say – it came out looking really good.