PEARL iZUMi is a heritage cycling brand built for riders who live to move—trusted for decades by those who demand comfort, durability, and performance across road, gravel, and trail. As the category evolved, the brand saw an opportunity to reconnect with a new generation of riders by modernizing its creative system—bringing more emotion, movement, and cultural relevance to performance storytelling without compromising its technical legacy. For the Spring / Summer 2025 seasons, FRANK WORKS partnered with PEARL iZUMi to re-energize the brand across campaigns, digital, and eCommerce as one unified expression. Rather than leading with product alone, we reframed the work around a simple emotional truth: performance isn’t just how gear feels on the body—it’s how it feels to ride. That insight became the foundation for a cinematic campaign approach, capturing riders in motion through natural light, real environments, and moments that conveyed freedom, effort, and flow. Each campaign was built to flex across road, gravel, and trail, forming a modular system that could scale across hero moments, weekly eComm needs, and paid media without losing cohesion.