Troy Lee Designs 2012 Catalog

Background: Thirty years ago, Troy Lee began painting helmets in his garage. Today, his company, Troy Lee Designs (TLD), is one of the leading manufacturers of action sports helmets and gear, designing bold, brightly colored products for the world’s fastest racers.

Challenge: People consider TLD to be one of the most creative brands in the action sports industry. Because the company’s annual catalog is a chance to showcase TLD’s unique product line, the company needed photography that was as daring and creative as the products themselves.

Solution: We knew the TLD photos had to be unusual. We wanted people to look at the shots and do a double take, just like they do when they see a TLD helmet racing past. For each photo, we tried to come up with a different angle or perspective so that no shot was like any other. To create the catalog, we shot Troy Lee’s entire product line in our studio, combining standalone product photography, sessions with models and Troy Lee sponsored athletes such as Cam Zink, on-location photography and innovative 360˚ views of every helmet the company offers.