MATE x evian

PROJECT TYPE

Brand Collaboration, Campaign Concept & Storytelling

BRAND

MATE x evian

ROLE

Concept & Narrative Development
(Co-developed with Creative Director Simon Jones)

YEAR

2023

RIDE TOWARDS CHANGE

To mark Earth Day, MATE partnered with evian on a limited-edition collaboration built around shared values of sustainability, movement, and care for the natural environment.

Working closely with MATE’s Creative Director, Simon Jones, I co-developed the concept and wrote the core storyline for the collaboration, shaping the campaign narrative and hero film produced in partnership with Hypebeast. The story framed cycling as a small but meaningful act of change, captured in the message “Ride Towards Change.”

The collaboration featured a custom-designed MATE e-bike in evian pink, combining visual elements from both brands. The bikes were released exclusively through a global giveaway, reinforcing the project’s symbolic and non-commercial nature.

The campaign unfolded across digital and physical touchpoints, including Tokyo flagship store takeover, pop-up activation, and Earth Day–led social engagement.

Personalized Ambassador Editions

As part of the collaboration, a small number of the limited-edition MATE × evian bikes were individually customized for selected ambassadors: Hoshi Mori, Emma Raducanu, Stan Wawrinka and Cat Burns. Each bike featured the ambassador’s name integrated into the design, reinforcing the personal and symbolic nature of the project.