Role: Concept Development, Art Direction, Shoot Direction, Post-Production Direction

The Leave It All Behind campaign was built around the idea of escape and comradeship.

Ditching the everyday grind and hitting the road with nothing but a bike and good company. From concept to execution, I shaped the entire visual narrative, ensuring it embodied Mutt’s raw, and inclusive spirit.

I developed the campaign’s creative direction, casting riders who reflected the brand’s ethos and overseeing the shoot to capture the feeling of absolute freedom. The visuals were stripped-back and cinematic, balancing grit, solitude, and movement to create an immersive, transportive experience.

Post-production was carefully refined to maintain the campaign’s gritty and atmospheric tone, reinforcing the idea that sometimes, the best plan is to just ride and leave it all behind.