Rail / Ramp / Bench

Photographer - Paulo Milez

Saatchi & Saatchi / BMX Rider Magazine


With the audience in question, what was needed was a gritty and urban approach. Let’s face it, BMX riders don’t have much regard for public spaces so our thinking was simply, neither should we. We took cycle lanes and placed them in places where our target market was already using as their playground. Sorry Westminster Council.