I was tasked to develop image assets for the launch of the 290 Upright bike for usage across web, retail, and social channels. In driving the art direction for this shoot, my responsibilities included talent selection, location scouting, wardrobe and makeup approval, movement direction, overseeing set decoration, and directing the post-production process. My art direction strategy stemmed from brand positioning, which steered the overall direction towards tying back to the Schwinn brand heritage and family values.