For 2024 holiday season, I led Schwinn’s youth e-bike launch. I partnered with a creative consultant on the concept, styled teen talent, and helped shape everything from final selects to media events and digital rollout.

The vibe of of this shoot was cool, edgy and fun. The demographic for this product is pre-teen/teen ages 12-15. I intentionally booked highschoolers, ages 17-18, to be aspirational the demo.

When you’re on a bike, it’s all about layers. You never know where the day is going to take you!