Arc'teryx's first mountain bike apparel collection needed launch imagery that would legitimize their entry into MTB while staying true to their mountain heritage.

Riders in coastal BC face rapidly changing conditions - rain, wind, mud, technical terrain. The gear needed to prove it could handle it all.

We art directed a one-day shoot on the North Shore with photographer Jake Forsythe, capturing Arc'teryx athletes Craig Murray and Cadel Carrigan riding in real conditions. Shot in less-than-ideal weather to showcase the gear in times of most critical need - demonstrating how Rhoam performs on technical trails. The imagery formed the foundation of the digital launch campaign.

Year
2026

Client
Arc’teryx

Role
Creative Direction, Art Directio & Graphic Design

Contributors
Ruby Chu, Jake Forsythe, Cayley Thiessen &
Keri Rowe-Tooke