In a marketplace of product as hero bike shots, Trek was looking to
differentiate itself from the pack. For nearly 20 years, Trek and HDC
have partnered to solve these creative challenges. We turned
specifically to HDC photographer Brad Rochford and the rest is history.
Brad centered his thought and eye on two objectives: creating a lasting
look Trek could own and developing a new style as beautiful and precise as
Madone, now famous for its multiple Tour de France victories. Brad describes it
this way: "Trek gave us the freedom to use lighting to sculpt and to
define." In 2008, Communication Arts honored Brad, HDC and Trek by
choosing Trek photography for the prestigious 49th Communication Arts Photo Annual.
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