Right Image: Your Biggest Fan

Push a Bicycle Up Into the Jetstream with Any Old Household Fan

It always helps to admire the engineering and ingenuity of products you work on, for sure. In 2012 and 2013, Quintana Roo was keen to market the SHIFT technology of their triathlon bikes, a clever offset of the downtube to move air from the drive side to cleaner side of the bike. For me, the most important parts about this shot were (a) capturing motion in the ribbon and (b) making sure to include the 1940s stainless-steel, Chicago-built Fresh'nd Aire 'bullet' fan as a reference to a streamlined design era and counterpoint to the black carbon.

The idea of using the ribbon to illustrate the SHIFT feature was developed by the crew at QR and we made sure to incorporate it not only in the photography and marketing but also in our design work at 3VERB for the actual frame graphics – a simple red band making its way from headtube to seattube to chainstay – as shown above.

– Jon Roketenetz

Jon is the CEO of GimmeAnother and founder of 3VERB.