My friends over at Origin Design + Communications recently contacted me to write copy for the Whistler Mountain Bike Park. The campaign called for authentic yet poetic copy about the elements that make up the bike park. From dirt to wood to stone, nature contributes the most important parts to the mountain biking experience, even in the chairlift-assisted world of bike parks. I used my long history with the sport to channel authenticity into the copywriting and am happy with the end result. Thanks to Origin and Whistler Blackcomb for working with me to create some striking advertising. Keep your eyes out for the other ads as they are unveiled in Decline Magazine.
The Elements of Perfection
Dirt
An infinite collection of tiny rocks and decomposed plant matter. You clog my lungs and grit my teeth. You scratch my goggles and stain my clothes.
But you also stain my soul.
So thank you. Thank you for letting me ride all over you.
For being forgiving while I learn whips, for being firm while I learn manuals.
For finding synchronicity with my tires.
For providing soft ground between stone and wood.
For flowy lines and sculpted berms.
For giving me a reason to skip work.
For the scars on my shins. For the impressions in my memory.
For bringing together others just like me to worship you in this kick-ass place.
At once, you are everything to me, but just one small part of my favourite bike park.
Where else? Whistler Mountain Bike Park.