"Our new flagship XC fork, and our first fully painted orange fork with fresh new graphics. Let's make sure to capture Emily's initial reaction and keep it a secret until she's here."
Our first sub-three pound fork was introduced and needed a fresh new look, something loud and modern to be seen on the XC race course from across the hill. We chose Emily Batty as the star, and she was the first athlete to see the product up close and personal. We captured the raw moment and went out for action footage on local trails.
The graphic direction for this fork was unique to its debut, but one year after all products in the Factory Series lineup took on its demeanor.
CREATIVE DIRECTION FOR VIDEO AND LAUNCH / PRODUCT LOGO AND GRAPHICS / MICROSITE / PROMO ITEMS
