Project Reference - YT Industries Decoy Gen 2 "The All New Decoy"
The Decoy Gen 2 launch was one of YT Industries’ most complex content projects, requiring the coordination of studio, action, and educational assets under tight timelines and limited resources. I led the full process — from budget and shoot planning to briefing athletes, photographers, and videographers, as well as aligning outputs with Marketing, PR, Web, Art Department and R&D teams. By structuring workflows and bundling productions, we delivered a complete cross-channel content package on time, including studio imagery, action visuals, bikechecks, an informative launch film, and a full How-To video series. The result: a launch-ready asset pool 30% larger than comparable projects, providing every department with tailored, on-brand content from day one.
Main Video Assets
The core of the launch campaign: video is the fastest way to capture attention and communicate both brand and product value. The informative video delivers clear product insights and is also shared with PR teams, giving journalists ready-to-use material for online media. The action video showcases the bike’s full potential, inspiring customers by connecting with their aspirations — whether it’s where they want to ride or how they imagine themselves performing. (Actionvideo not yet listed on youtube)
How-To Series
This series supports customers from the moment they receive their product, with visual guides to the most common topics: unboxing, reboxing for service, or quick-start riding instructions. It reduces support requests, improves customer experience, and builds trust by ensuring buyers feel guided and confident even before the bike arrives. At the same time, it strengthens the brand by positioning it as transparent, helpful, and customer-first.
Social & Performance Marketing Assets
Short-form content designed to spark engagement, feed the community, and attract new audiences. Social snippets strengthen the dialogue with existing fans, while performance marketing assets target potential customers outside the brand’s immediate reach. Together, they create multiple entry points into the funnel, growing awareness, interaction, and conversion opportunities across channels.
Action Photography
High-energy imagery that brings the product to life in its natural environment. These visuals demonstrate the bike’s capability while delivering emotional impact — essential for homepage hero sections, press releases, and campaign presentations. They connect the technical product with the lifestyle customers aspire to, ensuring the brand message resonates authentically.
Studio Photography
Detail-driven visuals that showcase the product in its purest form, putting every innovation in the spotlight. Studio shots help explain features, highlight craftsmanship, and bring the direct-to-consumer audience as close to the product as virtually possible. They serve as the backbone for website product pages, press kits, and internal or external presentations.
Bikecheck Photography
On-location product shots that bridge the gap between studio perfection and real-world authenticity. These images present the bike in an environment close to its actual use, making it relatable for customers while still highlighting key product details. Used across social media, homepage features, and press, bikecheck photography adds credibility and helps customers envision the product in their own riding context.
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