Tandu is a women-founded cycling brand built around the idea that adventure on a bike is accessible to anyone.
As a cyclist myself, I had a strong point of view on what I wanted to create with this brand. As Art Director of Photography, this was the first shoot where I stepped into the role of creative director on the ground — leading a crew of 20 on a $150K production in Los Angeles that simultaneously produced two brand identities.
Tandu launched during COVID-19, a time when people were rediscovering outdoor life, and the brief called for a brand that felt grounded and community-driven. It was also one of the first brands created under Mailchimp's 2019 rebrand — an aesthetic that was deliberately more restrained and authentic to real-world environments, which required a different kind of discipline to keep the brand feeling fresh while living within an evolving visual system.
Tandu Photographed by: Noah Webb
Tandu Design Lead: Kristie Fletner
"Casting was an intentional creative decision to show representation, selecting models that reflected women of different ages, body types, and backgrounds."
