When we started talking to Brendt, the founder of the BFF, the thing that continued to come to mind was "inclusiveness." Bike culture is somewhat fragmented into sub-subcultures, and it was important to reach everyone, not just one particular sub-group. This led naturally to the idea of a montaged or collaged solution incorporating a variety of bicycle types.
We started the process by photographiing bikes and masking the backgrounds out of the images.
more >>