This is Freedom Road

In 2014, Mac Ferrari launched Bikestormz – a community of mountain bikers – with the aim of combatting knife crime and providing a positive outlet for marginalised youth across London. Freedom Road traces their journey outside the inner-city for the first time, to hill bomb the UK’s longest downhill road.

This was a concept developed by myself and creative partner Bonnie Doman at adamandeveDDB, and brought to life by director Alex Tiernan. The brand we worked with decided not to go live with the work, so was edited out.

It’s the piece I’m most proud of to date.