Chameleon is a simple product with a rich history. Launched over 25 years ago, it stands as the longest-running model in the Santa Cruz lineup. Until recently, new versions of the hardtail mountain bike were launched quietly.
The MY22 launch, positioning & creative stayed true to the model name by identifying a diverse group of riders and giving them free rein to build, paint and ride the bike however they wanted. I provided the concept, creative & photo direction, and website direction for this launch.