My most significant responsibility at Cannondale was to relaunch the all-new Lefty. Lefty is a groundbreaking product that fell on hard times since its launch twenty years prior. The job was to breathe life back into this engineering marvel by reiterating the benefits to riders while still making it look great.
The new F-Si, Cannondale’s lightest ever carbon frame, was effectively the jelly to the Lefty’s peanut butter. F-Si had been a more proven product over in recent years, making it possible to have more fun with, hence the fake acronym we applied to “F-Si.” For Those With Serious Issues was a fun device that we used to highlight the exhaustive lengths that cross country riders go for the lightest bike possible.
I led the copy direction, photography & video, marketing strategy, PR efforts, and global media launch. Held in Albstadt, Germany, alongside a World Cup cross country race. Having 40 media in attendance to ride and evaluate the bikes alongside the unveiling on the race course was a great PR win.