Campaign Creative
Concept, Creative Direction, Visual Design
The XR Spherical helmet launch campaign was focused on versatility and inclusivity since it can be worn for all types of bicycle riding. For the creative, I designed a visual direction that was a departure from our core brand style guide. I utilized a collage layout that combined textures, lifestyle imagery, and product photography that could be swapped out for any color or bicycle riding style. The headline “Where will XR take you?” reinforced this point and invoked a feeling of adventure. Under my Creative Direction, we launched a series of five videos featuring riders in different terrains around the world. These were shot by our global partners and edited by our in-house videographers.
This campaign creative was utilized across digital, email, social, PR, events, tradeshows, and print advertising.
Video Editors: Josh Sawyer and Josh BeckerXR Spherical Launch:
“Where will XR take you?”
Moto-10 Spherical Launch:
“The Evolution”
Creative Direction, Graphic Design
For this highly-anticipated helmet, we went with a high-end technical theme. This helmet and technology was the first of its kind on the market. The campaign relied on heavily teasing out the product, both on athletes and through social and email, even utilizing a countdown clock. We created a dark, mysterious vibe by shooting intense close-up detail shots in a black studio. We also shot a series of “reveal” images using a smoke machine in the dark studio.
We launched with limited-edition numbered helmets that came with a special 6-panel brochure documenting the evolution of the Bell Moto series, dating back to 1954. The cover featured a spliced 1975 Bell MotoStar with the new Moto-10 Spherical, conveying “The Evolution".” We used this image across digital, print, and promotional materials.
The brochure was printed offset on 100# Cougar uncoated coverstock with foil stamp on the outside. I sourced all the content from the Bell archives and assisted a colleague with the research and copy. It came out beautifully and we later using the collage layout for large format event and tradeshow graphics.
Photographer: Josh Sawyer
LIVE WIDE OPEN
Brand Campaign
Art Direction, Visual Design, Project Management
The goal of this campaign was to bring Bell’s brand promise “Live Wide Open” to life by (1) telling the athlete story both during and outside of competition and (2) to celebrate Bell’s breadth of riders and share their common threads. We accomplished this by creating a visual center that relied on a collage of action and lifestyle photography and video, motion graphics, typography, and brand messaging.
