Belstaff aimed to establish itself as the leading premium brand in the new wave custom motorcycle scene, leveraging its rich history in motorcycling as well as its high-fashion credentials.

Authenticity is crucial to any subculture, and the bikers in this scene quickly recognize anything that isn't genuine. To honor this spirit, we took a group of riders and bike builders on an adventurous journey from London to the world-renowned Wheels and Waves festival in France, documenting their experiences along the way

We produced two photo series and two films for Belstaff. While initially created for marketing purposes, the photos were also repurposed for various uses, including permanent point-of-sale displays, packaging, and gifting items.