One can fairly judge a bicycle by its “cover”. The shapes and angles used are deliberate choices that translate directly to the performance of the product. The problem I challenged myself to solve was how to showcase this complex and seasonal item in a creative framework without being distracting. Strong creative that promotes sharing by media and riders alike. Most importantly we needed to match the creativity that echoes the ethos of the brand. Above all else, we needed an expression grander than a product on white.
Santa Cruz graduated from its “boutique” label long ago but I felt it helpful and necessary to hold tightly to a more homegrown and artful creative. Themes that help express Santa Cruz Bicycles as a large, reliable but still approachable brand in an otherwise glossy and cold marketplace.
I led the creative concept, locations, production and final delivery to global web team for model year change over.