MAAP Cycling

A dynamic response to the progressive nature of MAAP cycling’s new garment range. From sustainability to technical materials, MAAP is leading the way in one of the fastest growing industries in Australia. A suite of images were developed to reflect this attitude and highlight the quality, performance and material innovation that is now ubiquitous with the brand.

Project Details


  • Art Direction
  • Photography
  • Campaign
  • Social Media Content


  • MAAP Cycling

Controlled e-com images were complimented with expressive campaign hero shots to be used across the website and social media channels.

Texture, movement and high contrast lighting served as foundational ingredients in conveying mood and tactility to each image.

Multiple exposure motion blur effects for the Fragment collection campaign mimicked the fractured typographic treatments on the jerseys.

Isolated pin lighting, coupled with some spritzed water helped to capture the reflective strip details and water repellent nature of the Atmos Collection.