GANG GANG
(R1TU4L5)

2014

        —Creative Direction
copThe Spring R1TU4L5 collection is comprised entirely of stark black and white clothing evoking sports uniforms and gangs.

For this campaign I shot a couple of girls who are part of Harlem's
burgeoning ATV/dirtbike culture. Riders in this subculture are known to often ride (illegally) through
the streets of New York City, pulling off wild stunts. Women riders are extremely rare.

Thematically, the pairing symbolized the brand's longstanding support of outsider culture. Most people
aren't aware of the urban dirtbike/ATV scene and fewer know women participate in it. With this campaign I was able to position the brand, as arbiters of emerging culture while focusing on women
who are active members in their scene.