CLIENT: Pedal Mafia

SERVICE(S): CREATIVE DIRECTION, PHOTOGRAPHY, Videography

about: Pedal Mafia is premium cycling apparel with a culture problem—in the best way. Founded in 2014 by Jay Barron, the brand was built on the relationships and stories made on the road, not on some stiff “pro-only” gatekeeping energy.

Their lineup is a full wardrobe for riders who care about performance and looking like they didn’t get dressed in the dark: high-quality kit, custom apparel, plus accessories and casual wear. They also put real intention behind how it’s made—calling out a “considered approach” to sustainable fabrics and processes, while aiming to serve everyone from weekend riders to full send athletes.

Deliverables (Social + Web Ready):

• Full creative direction across two US-focused campaigns

• Photography + videography production

• Lifestyle + product storytelling assets for web and organic social

• A reusable content library designed for ongoing brand consistency

The goal: Two campaigns that made Pedal Mafia feel less “overseas” and more like it’s been riding with the US community the whole time.