Last fall, I connected with Paul Krumrich, the man behind Donkey Label cycling clothing, when he reached out after seeing my Green Acres cyclocross photos. Over the last few weeks, I've worked with Paul as he's finished his relaunch of the Donkey Label brand, with a whole new product line for spring. With the new website launching deep in the middle of winter here in Minnesota, we worked with some images from my archives to use as billboards across the front of the website.
Check out the new Donkey Label website: http://DonkeyLabel.com
I also wanted to create a short film to tease the new line and get people excited. With most of the new products available for pre-order, the goal was to peak curiosity more than fully showcase each new item. Rather than fighting the -15° temperatures, we shot inside Paul's office space at night. The Donkey Label brand is based around an incredible high performance product, and the work ethic of a donkey. Racing a bike in Minnesota is tough, and it takes the work ethic of a donkey to keep riding through the winter, getting base miles going no-where on a trainer.
TC Worley, http://www.tcworley.com, has done some great product photography, with a model show off the new bulk of the new line.