CONCEPT

CASTING

WARDROBE/GEAR

ON-SET ART DIRECTION

CREATIVE DIRECTION

For this Black Friday campaign, we leaned into the excitement (and chaos) of scoring the best deals of the year. The concept centers around a rider triumphantly leaving a Cycle Gear store, completely decked out and hilariously overloaded with gear—from riding shoes slung over his shoulder to gloves and accessories hanging off every limb. The joy on his face captures the rush of unbeatable deals.

This cheeky, high-energy visual became a standout moment across digital and in-store channels, reinforcing the brand’s personality while driving urgency and engagement.

Shot by Luke Darigan