What is Armysctv?

Here is the story behind the creation of armysctv.com, a journey that wasn’t built in padded offices, but on the asphalt, by instinct and without compromise.

The beginning: from the Norwegian cold to Parisian concrete

It all started in the cold, in Norway. I began as a simple graphic designer at a local advertising agency. They quickly realized that I wasn’t content with simply lining up pixels: I had a vision of my own. That’s what propelled me into the role of assistant art director. I learned the ropes and understood how to grab people’s attention, but I needed a bigger playground.

So I headed to France, to Paris. I dove straight into the deep end, working for advertising giants. Hintzy Heimann, TBWA, Question d'édition... I absorbed brand guidelines and agency briefs. I learned their codes and the inner workings of the system, so I would later know exactly how to break free from them.

Fuel and asphalt: the motorcycle press era

The real turning point came when I brought my skills to where it smelled of rubber and engine oil. I joined Éditions Terre-Mars. Gone was the Parisian polish; in came ride culture. I became art director for magazines that defined an entire generation: Scoot'n scoot, Mob et cyclo magazine, and Moto News.

I stamped my style onto every page. Soon afterward, I was entrusted with creating the complete brand guidelines for Desmo magazine, 125 magazine, and Box'r Mag.

Brands began to recognize the identity I was developing. Derbi France trusted me for several years to manage its brand guidelines and produce a whole bunch of its advertising campaigns. Later on, I even created the 50 rider magazine from A to Z for a publishing house. But being boxed into traditional publishing just isn’t my thing.

The Spanish exile: the streets take control

I hit the road for Spain. A radical change of scenery—and, above all, a wake-up call. That’s where I created the visual identity for SCTV Magazine. For the first time, I had complete freedom. No suits to approve my layouts, no censorship. I unleashed my raw, unfiltered “street” style.

I then got my hands dirty helping with the SCTV shop project, but I needed to take my independence even further.

Armybysctv: outside the system

That’s how my own label was born: Armybysctv. A completely independent label, free from constraints, where I refuse to follow the rules so I can create my own. And let’s be clear: Army isn’t military. It’s not the army—it’s the streets, a pack, a state of mind.

The best proof of that freedom? I released my own silencer under the Army label: the famous Tanked. I completely reinvented the exhaust canister, with CNC-machined parts and interchangeable ring colors... It had never been seen before in the scene—a real visual and technical slap in the face that earned me an in-depth feature on the Scooter System website.

2017 and today: going solo and building the team

When you have a vision that’s too strong, you eventually realize that the people around you aren’t looking in the same direction. In 2017, I cut ties. I set out on my own because the others didn’t share my vision, and I launched my own website.

But you ride the streets as a crew, too. If I went my own way back then, today the machine has grown stronger. We’re currently a team of 5 people: 3 graphic designers, 1 full-stack developer, and 2 people working tirelessly on the production and manufacturing of decal kits (yeah, some of us wear two hats to make the numbers work and keep everything running).

armysctv.com is the condensed result of all these years of design, bikes, rants, and total freedom. We no longer follow trends; we create what we want to see on the asphalt.