Every year 24MX and XLMOTO run a major Europe wide campaign for their most recognisable product, the Easy Up race tent. I was briefed to direct the campaign from start to finish and to prove the tent works for all rider segments within the brands. I organised, produced, shot, edited, and created all marketing and campaign material, then published across every channel for more than four months in 17 countries. The creative showed real use by different riding styles and scenarios, with both video and photography built for site, social, email, and retail. The result was a clean, human look that connected with riders and sold the product.