In February 2024, I had the privilege of shooting stills and drone footage along with Nick Huey from Lot 43 Studio shooting video for a vibrant campaign featuring Surly Bikes’ newly upgraded Big Easy 2.0 e-cargo bike in the heart of Atlanta, Georgia. This project was a blend of stills, video, and drone work, showcasing the bike’s bold new red colorway, redesigned frame, and upgraded tech. Atlanta’s urban landscape—gritty, colorful—served as the perfect backdrop for a cargo bike built to conquer city streets and haul heavy loads with ease. Here’s a peek behind the scenes of this dynamic shoot, complete with some BTS images and insights into the creative process.
The Concept: A Playful Urban Relay
The campaign centered around a lighthearted story featuring three diverse riders who meet and pass the Big Easy 2.0 along in a relay-style narrative. Each rider highlighted a different aspect of the bike’s versatility—whether it was zipping through city traffic, hauling gear for a small business, or cruising with friends. The goal was to capture the bike’s practicality and personality while showcasing its upgrades: enhanced stability, updated tech, and a sleek new frame that screams “trade in the gas hog.” Surly’s copy nailed it: “Big on hauling power and low on fumes, the NEW Big Easy features a redesigned frame, updated tech, more stability, and more possibilities by bike.”
Atlanta as the Canvas
Atlanta’s eclectic neighborhoods provided a rich tapestry for the shoot. From the industrial edges of West End to the vibrant murals of Cabbagetown, the city’s urban texture complemented the Big Easy’s rugged yet approachable vibe. We scouted locations that balanced gritty authenticity with pops of color to make the bike’s new red hue stand out. Narrow alleys, bustling markets, and open streets gave us dynamic settings to capture the bike in action—whether it was weaving through pedestrians or parked with a full load of cargo.
Shooting in February meant mild weather, and Atlanta’s energy fueled the riders’ performances, and their chemistry brought the relay story to life with genuine laughs and playful banter.
Behind the Scenes: The Gear and the Grind
Videographer Nick Huey with designer Bri Goral and creative director Matt Larson
This shoot blended still photography, video, and aerial drone work to tell a cohesive story. For stills, I used a Canon R5 with 16-35mm f/2.8, 24-70mm f/2.8 and 70-200mm f/2.8 to capture the bike’s details—think close-ups of the redesigned frame and wide shots of riders cruising through Atlanta’s streets along with my drone shots done with DJI’s Mavic 2 Pro.
The drone work really helped tie the story together with aerials that showcased the bike’s journey through the city along with my stills to bring the viewer in close for key moments and features on Surly’s site.
Big Easy is the easiest way to move the camera. Nick Huey riding backwards getting the shot!
Behind the scenes, our small crew hustled to keep the energy high. Between, directing riders, and dodging curious onlookers, we had our hands full. The riders—a mix of local cyclists—brought their A-game, nailing choreographed handoffs and improvised moments that added charm to the story. The Big Easy itself was a star, its study tires and steel frame handling every load we threw at it, including a small pickup!
BTS Highlights
The Final Product
The resulting stills and video were—practical, powerful, and undeniably fun. The campaign highlights its ability to replace a car for urban dwellers, small business owners, or even a video crew looking for a new way to move the camera. The drone work adds a cinematic scope, while the riders’ chemistry makes the story relatable and engaging.
I’m proud of how this project came together between myself on stills and Nick Huey creating an amazing video. It was a testament to the power of collaboration, creativity, and an amazing update to the Big Easy that lives up to its hype. Head over to YouTube to watch the full video and Instagram for stills to see the Big Easy 2.0 in action. And if you’re in Atlanta, keep an eye out—you might just spot this red beast hauling its way through the city.
Big thanks to Surly Bikes and the Atlanta crew for making this shoot a blast.