Strategy Director at Instrument on the daily, cyclist and art director on the side.

My experience spans from leading global campaigns and brand strategy to in-depth mobile product UX. Here are a few of my favorite projects.


Google NEXT '16

NEXT is Google’s cloud conference. As a part of the Instrument team producing the conference branding and experiences, I worked closely with our clients to author the keynote scripts and presentations for Sundar Pichai, Diane Greene, Urs Hölzle and Eric Schmidt including slide design, transitions and animation.

Specialized makes some of the most innovative bikes on the planet and needed a website to match. I lead the strategy and UX design on a complete redesign of their website. We updated their navigation, shopping and storytelling to match the performance of their bikes.

Levi's commuter

We worked with Levi's Commuter, a product line geared toward the urban cyclist, for two years to overhaul their digital campaign and content strategy including 50 global influencer / photographers and the first brand partnership with VSCO.


Start things others can build on. Create new information. Make the complex simple.


There is no point at which strategy starts or ends. No set process or methodology.  Strategy is a simple case of if this, then that.  Create the narrative for how to get from where you are to where you want to go. Bring others along on the journey. Understand deeply. Speak simply.

I've been lucky enough to evolve my approach on projects with a handful of amazing clients. Here's who I've worked with:


Art Director, Producer and Model


For the last eight years I've been honing my craft as a cyclist and now represent and produce content for select brands. Together with a range of talented friends, I plan and produce trips and events that bring products to life to create authentic imagery and stories for web and social media. Interested in working together?



deep winter lookbook for maap

MAAP is an Australian cycling apparel brand that I ride as a brand ambassador for. I produced a multi-day trip to capture photography and story for their 2016 Deep Winter capsule collection lookbook.



grinduro for speedvagen

I've been working with Speedvagen to help them develop a new model we call the Rugged Road. Part all-road crusher, part road speed machine, Grinduro was the ultimate big-tire test for our geometry and frame design tweaks.



coastal brevet for maap

When I was first asked to be an ambassador for MAAP, I set out to test the kit and introduce myself to their audience in a big way—2 days and 220 miles from Portland to the Oregon coast and back. Photos by Randall Fransen.


building blocks lookbook for chris king

For Chris King's second soft goods collection, we took to the studio and got creative—hanging and lighting their new bottles and Cielo Road Racer frameset. The result is a fun assortment of photos to promote the new collection.

off-road to work for speedvagen

Speedvagen wanted to do something special with the Urban Racer for National Bike Month. I coordinated and produced a month of Instagram content to celebrate riding off-road to work with photos by myself, Randall and Adam.  


a day with timbuk2

In collaboration with a friend who runs evergreen social media for Timbuk2, we spent the day roaming the streets of Portland visiting our favorite spots and snagging shots of the latest Timbuk2 bags for use on their Instagram.

Chris King

Chris King

elevate lookbook for chris king

When Chris King began producing quarterly soft goods releases, they asked me to shoot lifestyle photos for social media and studio shots for their website.
I also created a lookbook to compliment the launch.  


leave it on the road for tenspeed hero

Tenspeed Hero collaborated with Leave It On The Road in a big way during. 2015. This photo story about our ride was just a piece of a bigger scope of races, rides and trips we collaborated on together throughout the year.