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I joined Cannondale at the beginning an upswing. Ten years prior, the brand was held back with off product that didn’t land with core riders. During my time there, new innovations in Scalpel, Jekyll, Lefty, F-Si and Habit were all retooled and relaunched. My goal was to continue with a tech story that the industry knew and loved but provided better storytelling and riding environments to help get back into the good graces of media and riders.
I came up with campaign taglines as well as studio and action photography of the product. I conceptualized and managed unique press for the Lefty launch. Inviting Pinkbike to not only learn more and ride the product months in advance but also to meet the engineering minds behind the product. All of these tactics helped push the Cannondale brand back to innovator status in the marketplace.