The camera travels with the bike
The riding, documenting and lived experience behind the writing.
Gravel along the Marmaris coast road
Route documentation and photography for the peninsula repositioning.
Cappadocia at first light
Ground-level gravel under the balloons - the four-day-stay campaign.
The potter's workshop at six in the morning
Village life on the route, shot while riding.
Climbing to the standing stones
Bikepacking route documentation.
The coffee van above the clouds
The stop everybody remembers. You cannot invent this from an office.
Above the tree line in the Kaçkar
Trail positioning for a region with no cycling story at all.
Marianne Vos wins the Gravel Worlds - the press run
Thirty-plus outlets in six languages, all earned. Cycling Weekly, Cyclingnews, Wielerflits, Het Nieuwsblad, Mybike, ESMTB.
Ten minutes for the top 800 in sustainable mobility
National congress, days after the world title, with the wheel in hand.
The product behind the headlines
The inflation system made visible before the story travelled worldwide.
Nine million views in sixty days
The Morocco activation, shot on a phone while riding. 280 leads for €8k+ bikes.
Landmannalaugar, two riders in the distance
Five days through the highlands. Cover and lead feature of Gravel Bike.
River crossing in the Icelandic highlands
The frame that became the magazine cover.
Gravel Bike 2/2022 - cover
Earned, not commissioned.
Eight pages in the most-read cycling magazine in the Netherlands
Opening spread of the Iceland feature.
Het Financieele Dagblad on WinWheelz
“Kleine WinWheelz claimt winst, terwijl grote fietsmerken onderuitgaan.” National financial daily, unpaid.
De Ondernemer on WinWheelz
“Waar grote fietsmerken omvallen, trapt Winwheelz naar 7,5 miljoen omzet.”
Eindhovens Dagblad on WinWheelz
“Geldrops familiebedrijf gelooft heilig in Nederlandse tweewielers.” Regional daily.
BikeBiz on WinWheelz
“Dutch business Winwheelz achieves growth with different business approach.” International trade press.
One line across every placement
“From family business to growth business” - built to hold from feed to stories to reels.
Six cents a click, after seven iterations
The traffic campaign that carried 95% of visitors to the investment page.
Four world-class judges, volunteering
Chris Burkard, Leon van Bon, Twila Federica and Michael Blann. Covered twice by Escape Collective.
Read it →
Crazy500 - five hundred kilometres in December
Two days, fifteen riders. Rogelli, Shimano, EpilepsieNL.
The #CRAZY500 hardcover
Forty stories and commissioned drawings, sold to the community and given to the crew of twenty.
€3,185 to EpilepsieNL
Handed over on the night of the premiere.
Cyclism - riding out through the Menin Gate
A Fatpigeon.cc production in partnership with Ridley.
Cyclism premiere at Ridley head office
Two hundred seats, every one taken.
Sold out at Cinecitta, Tilburg
An online audience that turned up in person, and paid.
Highland Heritage - the Scottish Highlands
Multi-day production, co-produced and directed in-house.
Highland Heritage - on the interview set
Two cameras, two lights, one story that had waited eighty years.
Directing on location
When a production needs a crew, I direct it.
Filming from the saddle
Rule three: honest beats polished. Most of it is shot while moving.
All Along The Watchtowers - WWII memorial route
Route documentation still in use years later.
Lapland - the lodge at blue hour
Six-frame seamless carousel, print and online.
Lapland - the village lit at dusk
Frame two of six.
Lapland - snowmobile track from overhead
Frame three of six.
Lapland - snowshoes through frozen forest
Frame four of six.
Lapland - rime forest and the fell behind
Frame five of six.
Lapland - lunch on reindeer hides
Frame six of six.
EuroVelo & Cycling Tourism Conference
A full auditorium of destination organisations.
Conference dinner at the Agora of Izmir
Where the useful conversations actually happen.
On stage, in conversation
From trends to sustainable systems.
Speaker profile, International Bike & Hike Tourism Conference
Turkish lessons from cycling and trail tourism.
Loek Luijbregts
Photography Seraina Wams.
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