When Mattias (Fredriksson) called at the beginning of 2016, I could feel his excitement through the phone. He had an idea for our next catalogue shoot, and he had arguments to sell it: the fjords, the mysterious ever-lasting Scandinavian light and trails still relatively unknown to mountain bikers… It was enough to make us want to sign the deal.
Once the location was set, we started to think of the riders we wanted to have on the shoot. After a few emails and phone calls, we had put together an international team of riders hailing from Canada, Sweden and Germany. With Kevin Landry, Karen Eller, Janne Tjärnström, Jenny Liljegren, photographer Mattias Fredriksson and our French filmer Gaëtan Rey, the crew was ready to go capture the Sunnmøre and Nordfjord regions.