The Next SL Carbon Crank Campaign was a high profile product launch for the Race Face brand. Not only was the campaign launching the lightest carbon crankset in the world, but the most compatible. The project encompassed the launch of new technology, the versatile CInch system. The scope of the project included branding this new interface, print ad, packaging, media packages, online promotion prior to the official launch at the Eurobike Tradeshow in Germany, as well as tradeshow booth assets to explain the technology to industry and media.

As a smaller components brand in a competitive space, our ads had to stand out; capture the readers attention in seconds. We had a double page spread buy in Bike magazine fourth page (a deal I had brokered the year prior). This buy gave customers the impression that we were a much larger brand than we actually were at the time. With tight resources, it was imperative we use this space effectively with new creative every six weeks. The typical Bike magazine shot was formulaic: big riding shot, product shot and marquee athlete (if possible). My direction was to step away from this dated formula and look for inspiration in more progressive industries like auto. Our creative began moving towards visual metaphors.

In collaboration with Rethink Creative Agency, we pushed this visual metaphor strategy further, resulting in the balloon ad and creative media packaging concept.

My role: Worked with Rethink to define project / deliverables expectations and vet concepts, location scouting, prop sourcing, coordination and oversight on shoot, ad copy creation, final sign off on ad layout, packaging design execution, media package build, delivery and follow up, oversight of online marketing assets and promotion.

Credits: Rethink Creative (concepts lead creative Scott Schneider), Sterling Lorence (staging and photography), Dan Fong (print ad and online asset production).