Tuan Lee has been working out in Los Angeles lately while still occasionally coming back to St. Louis for work. Here's a still & video series he recently worked on for Pure Fix Cycles based in L.A.
Tuan says:
"[There are two series], one for Pure Fix, which are the original fixed gear bikes. These speak to urban dwellers who use their bikes to commute. There are also photos for Pure City, which is their second line of bikes. These have gears and are directed towards a more recreational demo. Both lines pride themselves on having great color ways and accessories to choose from."
Tuan also worked on a video portion of the campaign that highlights the focus on style and fashion that the brand was hoping to communicate. What we find most interesting about this campaign is that Pure Fix decided to sell their bikes as almost a fashion accessory – like a new pair of shoes or sunglasses. Bicycle purists may raise issue with this, but if your intent is to sell simple-functioning bikes in trendy color ways, then this approach is spot on.
View the entire gallery here.
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