Radical Rigs: an editorial series for The Radavist, sponsored by 1Up USA
Radical Rigs is a branded content series that profiles cyclists and their vehicles, creating authentic narratives that build brand identity for 1Up USA without hard-selling products. Rather than blatant marketing content, the series focuses on authentic stories about real people and their vehicles to build brand equity through quality storytelling.
I manage every aspect of production end-to-end—sourcing subjects through community networking, coordinating shoots, scouting locations, photographing, writing, and publishing. The series has featured 9 subjects ranging from professional athletes to frame builders to coffee shop entrepreneurs, with each article representing a complete production cycle.
This approach demonstrates how thoughtful content creation can build brand identity through storytelling rather than direct product promotion, creating value for sponsors while maintaining editorial integrity and consumer trust.
“The silver lining of being rear-ended by a 2012 Fiat 500 (finished in the tasteful Verde Azzurro) and being shoved into a Kia Soul (finished in plain ol’ black) is that the resulting front and rear damage is enough for insurance to total out your Forester and pay you more than the purchasing price. The fly in the ointment in this situation is that Dillen Maurer is your friend, and he convinces you to put that money into something fun and different that will motivate you to work on your own vehicles, and you end up purchasing an imported Japanese truck.“
“Many bike tinkerers possess an overlapping interest in vehicles. For many of us, cars, trucks, vans, and four-wheeled contraptions present a larger and more complicated playground to practice our problem-solving and creativity. Few bike repairs involve lying on freezing concrete and sending a tight fist filled with a cold ratchet at Mach 3 into the bottom of a steering rack. Most bikes can be repaired without an obscure connection to an overseas junkyard.
For those of us who appreciate unreliability and tom-foolery, we present Radical Rigs, with support from 1Up USA. Like the bikes on The Radavist, these rigs might be perfect. They also might be so far from perfection that they go full circle and become better than perfect. They might be dented and dinged, they might be muddy and marred, but they're all rad.”
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Branded content that builds identity vs. hard selling
Authentic storytelling for audience engagement
Series consistency and voice development
Editorial integrity while delivering brand value
Example: Weaves 1Up USA sponsorship naturally into human stories, building brand equity through association with quality content rather than product promotion.
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Brand Integrity
Natural sponsor integration without hard selling
Editorial integrity maintained throughout
Brand value through quality storytelling
Preserved consumer trust
Example: Focus on subjects' stories and vehicles with sponsor presence acknowledged but never forced, building identity through quality content association.
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Subject sourcing and coordination
Scouting locations that match the vehicle
Timeline and deliverable management
Collaborating at industry events for increased reach
Example: Coordinated shoots at MADE bike show across three annual events, managing multiple vehicles, subjects, and sponsor requirements in dynamic environments.
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Community networking for subject discovery
Coordinating shoot logistics and locations
Photography and photo editing
Interviewing, writing, and publishing
Example: Handle complete production independently—sourcing subjects, scouting locations, shooting and editing photos, conducting interviews, writing stories, and publishing.
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Consistent visual language across series
Vehicle documentation with context
Environmental and subject personality balance
Cohesive branded content aesthetic
Example: Each shoot combines vehicle/bike detail shots, environmental portraits showing subjects in their element, and wide shots establishing location context.
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Subject-specific storytelling angles
Action-focused narratives for athletes
Creative process deep-dives for builders
Philosophy exploration for entrepreneurs
Example: Blake Hansen's story emphasized competition and performance, while Dillen Maurer's focused on framebuilding craft and technical skill.
In addition to this series, I do lots of other work at The Radavist. Product reviews, event coverage, opinion pieces, industry news, and press releases are staples in our daily reportage. Here are some examples of the copywriting and imagery I create on a weekly basis for the site.
Jetpack Joyride: High Above’s Supernatural Vest Pack
Reviewed High Above’s Supernatural vest pack in conjunction with a piece exploring their Seattle studio.
Recycled Cycles: Community Anchored
Recycled Cycles has been an anchor for Seattle’s alternative bike scene for over 30 years. And don’t worry, it’s not floating away anytime soon. It’s a building, not a boat, though the addres might suggest otherwise.
Evil Following: It’s a cult thing.
Reviewed a five year old Evil Following to confirm that old can still be gold.
Overheard at MADE 2025
“Did your food come with a beeper?”
“No, it’s a paper ticket. The friction shifter of food truck ordering.”
Howl R1: ghosts, ghouls, and goblins beware
A propane campfire that you can bring anywhere and use anytime, especially when camping feels a little spooky.
See the full piece.
KEY Finds at the MADE 2023: A Bespoke Keychain Roundup
“Ron told me that he sold all of them and that lots of people said it was because of my demonstration. At that moment, an idea sparked: why not go around and collect everything that could hang from my new key clip?”
Commercial Work
GEAR AID
Photos created for social media UGC and advertising.
Woolly Clothing: Merinoaire launch campaign
Worked with Woolly Clothing Company to create a images that displayed their newest line of clothes in the context of a typical active day. These photos were meant to be relatable and show that their Merinoaire line of clothing’s sweat and odor resistance makes them a great companion for a busy day. The entire shoot was done in one day, from sun-up to sundown, across seven locations.
SRAM GX Transmission Launch
Worked with SRAM and athlete, Blake Hansen, to create imagery for Instagram stories during the launch campaign of the GX Transmission drivetrain.
Northwest Tune Up
Advertising imagery for Bellingham’s Northwest Tune Up Music, Bike, and Beer festival.
Ripton Co. x Cosmic Dirt
Imagery created for the launch of the Ripton x Cosmic Dirt jorts.
Red Bull Athlete: Hannah Bergemann
Photography for Hannah Bergemann and her sponsors.
