Captivated by the motor taxis occupying the streets of Nairobi, Dutch artist Jan Hoek collaborated with Ugandan-Kenyan fashion designer Bobbin Case to document how the drivers elaborately design their bikes to attract customers. The resulting series, titled Boda Boda Madness—the motorists are referred to as boda boda in the Kenyan city—captures this advertising strategy with a little bit of added flair: each driver dons an extravagant ensemble developed by the designer that matches their rides. The lavishly outfitted bike operators are photographed by Hoek against the Nairobi landscape in stances of their own choosing, resembling real-life action figures.
“Because of their new outfits their income went up, so they really kept on using their costumes. Maybe if you by chance visit Nairobi one of them will be your taxi guy,” Hoek says of the series. You can see the eccentric project throughout 2020 at the Circulation(s) festival in Paris and as part of a group exhibition at Now Look Here in Amsterdam. Keep up with both Hoek‘s and Case‘s latest work on Instagram. You might also want to check out these Japanese work trucks. (via designboom)