Project Title: The Escapism Journey

Client/Company: Pas Normal Studios, Denmark

Date: 2022

Objective: The objective was to tell a compelling visual story about an overnight bike packing trip to showcase Pas Normal Studio's new Escapism line. This story would be used to feature the apparel in a less staged, more authentic setting across the brand's channels.

My Role: As the primary photographer, I was responsible for concept development, execution, and post-production. Notably, I combined my love for cycling with my passion for photography, shooting the entire project while on the move.

Approach/Strategy: To capture the spirit of Pas Normal's Escapism line, I focused on authenticity. The strategy was to document a real cycling journey rather than a staged photoshoot, to embody the freedom, adventure, and unpredictability inherent in the concept of 'escapism'. This also meant involving myself fully in the adventure, cycling alongside the models.

Process: The project involved meticulous planning of the route and shoot locations along with on-the-spot decisions influenced by the natural surroundings and spontaneous moments. The process was both physically and creatively challenging, requiring a careful balance between being part of the journey and being the observer documenting it.

Outcome/Results: The photos from the project were featured across Pas Normal Studios' channels and well-received by the audience. They showcased the Escapism line in an authentic and engaging manner, highlighting the brand's commitment to real cycling experiences.

Reflection/Lessons Learned: The project reinforced the idea that authenticity resonates strongly with audiences. The challenge of shooting while participating in the journey myself added a layer of realness that would have been hard to replicate otherwise. While the physical demands were high, the results were rewarding, leading to a storytelling approach that was genuine and immersive.