Partnerships

Along the Danish west coast, the case for better cycling infrastructure is often made in meeting rooms, not on gravel roads. Dansk Kyst- og Naturturisme works behind the scenes — developing strategy, and building the backbone for sustainable tourism across coastal Denmark. When their team needed imagery to support that work, they faced a gap that's common in this space: there's very little photography that shows bikepacking as it actually is — remote, weathered, real. Stock imagery doesn't capture it. Most tourism photography doesn't either.

For the launch of the Karoo Elevation Series — a new range of customizable color shells for their Karoo GPS computer — Hammerhead needed lifestyle imagery that showed the device in genuine outdoor use. The brief asked for real riding conditions across varied situations, with all three shell colors represented. The shoot took place in late February in the Holmer Sandberge and Klövensteen area west of Hamburg, working across forest tracks, sandy open terrain, and gravel paths without a fixed route.

Hamburg in December is not an obvious choice for a product launch shoot. When Apidura needed imagery for the release of their new Expedition Cargo Cage Pack, the brief called for real conditions. The shoot day brought unexpected snowfall along the Elbe, which turned a potential obstacle into something more interesting.