HYPR-X Gravel Tire Launch
a full stop product launch content package
For the release of the Maxxis HYPR-X gravel tire range, I was tasked to shoot all of the product photography and video content, both in-studio and on site action for the release at the 2025 Sea Otter Classic - a renown event paired with industry trade show in Monterey, California.
Studio Photos
The studio sessions focused on capturing the intricate details of the tire's design and performance features on a white backdrop. The client expressed wanting a dramatic and contrasty look, so a single key light was used and some bounce fill to round things out. Utilizing a controlled environment allowed me to highlight the texture and quality, ensuring the craftsmanship was front and center. By playing with lighting and angles, I was able to present the tires in a visually compelling way that emphasized their durability and performance.
Action Photos
For the action shots, I traveled to shoot with Gordon Wadsworth just outside of Knoxville, TN and to Tucson, AZ to shoot with Keegan Swenson. We covered a variety of terrains, from asphalt to gravel roads, which allowed me to capture the HYPR-X compound in action, showcasing its grip and handling.
The main event - launch video
This was intended to not only showcase the new compound features but show Keegan Swenson putting the tires to the test on his home turf.
Launch Day
The Sea Otter Classic serves as a launch point for many brands to bring product to market each year within the bike industry. The trade show is paired with racing all week long with the gravel race on the schedule at the beginning of the event. Keegan put on a show and took the win on the new HYPR-X tires.
Images were featured in the Maxxis Bike booth built by Humid Creative in the form of large prints on a cloth framed format for a life-size look at what was captured during this project.
Social Content During Launch Week
Print and digital design elements: Okay Bro
