This wasn't just about documenting another team moving from Los Angeles to Las Vegas — it was about finding a way to tell a story that felt different. One that captured not only what TSP looks like but what it feels like to be inside it. For Hoka x Luft, our goal was to create a body of work that reflected the culture, energy, style & emotion surrounding the race while delivering a library of content that could live far beyond race weekend.
Developed as a creative engine for Fox Racing, Moto-X LAB was designed to operate outside the constraints of the core business. It gave the brand permission to experiment, challenge convention & develop concepts that could influence both the future of Fox & the culture surrounding the sport. Transforming innovation & an idea into something people could experience firsthand — LAB dominated the conversation in moto and beyond, leading to collabs with brands like Supreme & others that continue today.
The tournament became more than just a competition, it was a proving ground for the next generation, linking the history of the Jumpman to today’s rising talent. The Los Angeles Final celebrated fearless ambition, unwavering resilience & the relentless pursuit of greatness — embodying the very spirit that built a legacy & continues to inspire players to step up, rise to the moment & leave their mark on the game.
Nike SB Wair Max ‘Silver Bullet’ — ft. Ishod Wair
An Icon Remixed — The ‘Silver Bullet’ is widely recognized as the most iconic colorway of the legendary Air Max ‘97. Inspired by Japan’s sleek bullet trains, the design incorporates a metallic silver upper, reflective accents & fluid lines that capture the speed, motion & innovation of the high-speed rail.
An Icon Remixed — The ‘Silver Bullet’ is widely recognized as the most iconic colorway of the legendary Air Max ‘97. Inspired by Japan’s sleek bullet trains, the design incorporates a metallic silver upper, reflective accents & fluid lines that capture the speed, motion & innovation of the high-speed rail.
Inspired by the idea that motocross is "in your blood", takes heart, sacrifice & years of dedication. The campaign explored a single visual concept: a world consumed entirely by red. Through practical effects, surreal imagery & an unconventional editorial approach, we transformed a simple color into a complete creative system spanning photography, film & digital content.
New Balance’s Rebel V4 reimagined. This campaign explores a literal interpretation of their taglines ‘Fueled For Any Run’ & ‘Run Your Way’ — bringing them to life visually through a refined approach to creative & art direction.
The process required balancing the identity of two iconic brands while preserving the authenticity that made the collaboration meaningful. By guiding the creative process from initial conversations through final execution, we helped shape a collection that felt true to both Fox & Supreme.
The result was one of Supreme's most successful collaborations — with pieces selling out in as little as 2-8 seconds, at the time, the fastest sell-through of any Supreme release.
Working closely with both teams, Chapter translated that concept into a production-ready design system, developing the artwork & execution that brought the idea to life across the front and back of the chair. The result preserved Dr. Woo's vision while creating a piece that felt inseparable from the iconic Eames silhouette.
The collaboration became one of the most recognizable releases in the Eames collaboration series — demonstrating how thoughtful execution can transform a strong idea into an enduring design object.
For the Spring 2026 launch of Flexair, Fox MTB needed more than a product campaign. They needed a creative platform that could express the relentless pursuit of speed, precision & progression that defines both the product & the riders it was built for.
Chapter developed the campaign strategy, narrative, creative direction & visual system that built an integrated launch across film, photography, digital, social & e-commerce. Anchored by the campaign idea ‘More. Again.‘ — the work positioned Flexair not just as a mountain bike kit, but as a mindset rooted in relentless progression.
Bringing Rapha’s ‘Go Until You’re Lost’ motto to life. We sent rider Boo on an uncharted journey through the backroads of Bakersfield, CA. With no set route & no expectations, the ride became a true exploration of the unexpected — twisting through quiet lanes, open fields & rugged terrain, capturing the essence of adventure that defines the Rapha Explore Collection.
Every moment highlighted the philosophy behind the collection: embracing the journey over the destination, discovering new perspectives, & experiencing the ride in its purest form. The result is a campaign that celebrates freedom, curiosity, & the thrill of getting lost in the ride — exactly as Rapha intended.
Every moment highlighted the philosophy behind the collection: embracing the journey over the destination, discovering new perspectives, & experiencing the ride in its purest form. The result is a campaign that celebrates freedom, curiosity, & the thrill of getting lost in the ride — exactly as Rapha intended.
Building on that strategic foundation, we developed the campaign platform, creative direction, messaging system, visual identity & launch assets across film, retail, digital & advertising. At the center of the work was a simple idea: ‘Stay Loud’. More than a campaign tagline, it captured the spirit of the product & the culture surrounding the brand.
The campaign exceeded sales expectations but its greatest impact came after the launch. ‘Stay Loud’ was adopted as Skullcandy's brand platform & brand tagline — leading to an expanded partnership in which we helped evolve the idea into the company's broader brand strategy & outward-facing mission.