MAAP Cycling AW26

MAAP’s New Season Road campaign was built around a simple tension: soft technical systems designed to support hard, uncompromising efforts. Shot over two days in the Colorado high country, the project focused on translating that idea into something physical. Heat against cold air, fabric under load, breath, water, speed, fatigue, and the scale of the surrounding landscape.

The challenge was creating a highly considered visual language within a compressed production footprint. I approached the film by separating the work into distinct modes: long-lens landscape and riding coverage, ultra-high-speed studies of water and fabric, controlled environmental effects, and more experimental movement built around riders at full effort. The Freefly Ember became a central tool, allowing small physical details to become part of the storytelling rather than simply functioning as product coverage.

Ultimately, the aim was to make performance feel sensory. Rather than treating the clothing as something separate from the athlete, the imagery looks at product, body, weather, and terrain as one system, showing how technical design disappears into the experience when a rider is pushing at the limit.