Though only six years young, Pure Cycles' fixed-gear bikes have quickly become a hot commodity amongst the millennial demographic and a heavyweight contender in their niche market of the bicycle industry. I collaborated with the creative director at Pure Cycles to document their Amaru bicycle, an upgraded version of their best selling model. As the existing content on the Pure Fix site was predominantly product imagery, a big emphasis was placed on creating lifestyle-driven content featuring talent with whom their target market would resonate.