Cédric Gracia x giant
Cédric Gracia is one of the most influential figures in downhill and freeride mountain biking, a multiple-time world champion whose riding shaped an entire generation. For the 2025–2026 season, GIANT and Ekoi needed launch content that matched his legacy while still feeling raw, current, and social-first.
My team and I led the creative and art direction, shootings, and full video production. We produced the GIANT Reign SX and Reign E+ launches alongside the Cédric Gracia x Ekoi jersey campaign, all shot in Andorra and designed specifically for social platforms.
The campaigns delivered strong engagement across Instagram and TikTok, reinforcing both brands’ credibility in the gravity scene while honoring Cédric’s status as a true icon of the sport.
Explore the idea That Shaped This Design
Cédric Gracia is a multiple-time world champion and one of the most influential riders in downhill and freeride mountain biking. His impact goes beyond titles, shaping the culture, style, and progression of the sport over the last two decades.
This series of campaigns focused on translating that legacy into contemporary, social-first storytelling. Shot in Andorra, the projects followed Cédric riding and testing the new GIANT Reign SX and Reign E+ alongside the launch of the Ekoi x Cédric Gracia custom jersey.
I led the creative and art direction, shootings, and full video production, building narratives around performance, terrain, and authenticity rather than traditional product promotion. The content was designed from the ground up for social platforms, with pacing and visual language tailored to short-form consumption.
The result was a set of campaigns that reinforced Cédric’s icon status while positioning both brands firmly within the modern gravity riding scene.
