DEUTER x Visby | Urban cycling

This project with athlete and rider Gerald Rosenkranz was a commercial urban lifestyle shoot in Graz, focusing on everyday movement, city energy, and the practical use of the Deuter Visby in real-world situations.

The idea was not to create polished advertising scenes, but to work with what the city naturally offers—light bouncing between buildings, traffic rhythms, small interruptions, and those in-between moments that usually don’t make it into campaign imagery. Somewhere between planned shots and spontaneous decisions, the city ended up directing most of the day.

Alongside the lifestyle approach, we also intentionally highlighted the functional aspects of the Deuter Visby, showing how it behaves in motion: getting on and off the bike, quick stops, adjustments, and the small everyday actions that define urban use more than any staged product setup ever could.

Graz provided a perfect mix of urban environments and nearby green spaces, which naturally reflected the versatility of the Visby. It feels equally at home in the city as in more nature-oriented surroundings, without forcing either side.

The result sits between commercial outdoor photography and urban lifestyle storytelling, aimed at brands looking for authentic visual work—especially in the context of photography production in Graz and Styria.