Creative Direction and Design
Creative Direction and Design
For Cirrus Cycles, we had previously developed the campaign line “Goodbye Rough. Hello Smooth.” It communicated the functional benefit of their Kinekt suspension seatposts and stems, but when it came time to refresh the campaign, we saw an opportunity to connect with riders on a more emotional level.
Having ridden thousands of miles with a Kinekt seatpost myself, I knew the real benefit went beyond a smoother ride. Less discomfort means more time on the bike. And for people who love cycling, more riding means more of what they love.
That insight became the foundation for a new campaign, supported by a bold graphic treatment that made the message stick, both figuratively and literally. Working with writer and Creative Director John Zilly, we extended the idea across advertising, packaging and supporting collateral.