CREATIVE DIRECTION

We had the opportunity to photograph Lachlan Morton, a well-known professional cyclist recognized for his endurance feats and unconventional approach to the sport, on a long-form ride from Sacramento to the Bay Area. Along the way, he fueled with Pretty Great Instant Coffee, seamlessly integrating ritual into performance.

In collaboration with the creative team at goodness.inc, we shaped a concept centered on movement, simplicity, and the quiet discipline of distance riding. Early morning light. Roadside resets. Coffee poured mid-journey. The imagery balances grit and calm, capturing both the physical effort and the thoughtful pauses that define endurance cycling.

Shot documentary-style, the work positions the product naturally within the narrative, supporting performance without overpowering it.