From Santa Cruz Bicycles to the wider Pon.Bike portfolio.
One relationship. Four global cycling brands. More than a decade of brand building.
From freelance director to long-term brand partner.
Between 2012 and 2021, I helped realise many of Santa Cruz’s most significant films and branded stories during a period of substantial international growth.
The work helped translate the brand’s distinctive attitude, riders and products into content that mountain bikers actively wanted to watch and share.
This relationship grew into a partnership with Pon.Bike, multiple brands and work spanning more than a decade.
As the brand established itself as one of cycling's most influential names, I worked closely with the CMO to help translate the brand into athlete activation, product launches, campaigns and content that strengthened both audience engagement and brand equity. I also facilitated the signing of Danny Macaskill to the brand, now one of their most long term and influential ambassadors.
Following Santa Cruz's acquisition by Pon.Bike, those relationships expanded across the wider portfolio, leading to collaborations with Cervélo, Focus, Cannondale and others.
Across each brand, my role sat between stakeholder management, strategy and execution, helping turn brand positioning and products into ideas, stories and experiences that supported long-term growth.
Santa Cruz Bicycles
What began as a freelance directing relationship grew alongside my own journey into leading an agency team to collaborate with the brand across their projects. For more than a decade, I worked with Santa Cruz Bicycles to bring its brand, products and athlete partnerships to life through films, content and global campaigns.
Cervelo
Taking a performance brand beyond product performance.