She’s Electric Campaign

Recently I had a dream commission from Loud Mobility where I was truly able to combine my passions by producing a portrait series of their 10 incredible role models for their ‘She’s Electric’ Campaign.

The work forms part of Loud Mobility’s “radical national behaviour-change campaign” designed to “inspire and enable more women to ride an electric bike as their mode of transport.”

Their goal is to reach 1 million women in 2024 with a vision that the electric bike will become a mainstream mode of transport. They want to change women’s perceptions of what an electric cycle is, showing them that it’s a useful, accessible tool for all.

It involved a full 9 hour day shoot at Loud Mobility’s Head Office in Camden, shooting 10 incredible role models. From those who have founded and run e-bike companies, to those who campaign and help remove barriers for disabled people to access cycling, to those who chair the London Cycling Campaign board of Trustees.

It was then a small ‘pinch myself’ moment when a few months later the portraits were blown up and exhibited at Granary Square in Kings Cross for Earthfestival 2024.