When high-end bike component company SRAM approached photographer Jamie Kripke with their newest cycling campaign, saying yes to the gig was a no-brainer. An avid cyclist himself, Jamie was not only physically prepared for the job, he was creatively primed as well. “This felt like a project I had been training for for years. I am really proud of this one.”

The competitive biking industry is one that has historically presented itself with much intensity and technicality-- often with a heavily masculine skew. But there is much more to the sport than just blood, sweat and tears. There is also beauty, adventure and a strong sense of community. With Jamie’s vision and expertise, SRAM wanted to create a campaign that not only inspired people to go beyond their limits, but in a way that felt simple, authentic and connective.

With a camera in one hand and a handlebar in the other, Jamie pedaled with 5 other cyclists through the green-toned terrains of several small villages outside of Taichung. While many locations were scouted ahead of time, the crew of riders also found themselves embracing unexpected routes. “We wanted to keep it loose and spontaneous.” The result is a collection of dreamy images that not only showcase Jamie’s cultivated and comprehensive skill set, but also the quality of SRAM’s superior components and rich culture.

From creative planning and direction, shooting stills and photo, to post-treatments, copywriting and even musical score collaborations, Jamie’s latest project is an impressive compilation of the many capabilities he has honed and perfected throughout his career. To go for a smooth ride along the lush trails of Taiwan, head to Jamie’s website.