Kestrel Legend Launch Campaign
Launching in 2012, the Legend was Kestrel Bicycles' flagship release for the year. The campaign was designed to play up the brand's return to category defining carbon fiber road bikes; a category it originated with the first carbon fiber bike in 1986.
Originally starting with a sole focus on print ads, the campaign expanded to include a microsite, social and email messaging, video, and web ads.
I was responsible for creative direction, web design, video editing and animation, and graphic design.
First phase of the print ad campaign, establishing the visuals for all future materials.
Second phase of the print ad campaign, featuring a more dynamic hero shot.
Landing page of the Legend microsite.
Web poster image, for use on social media posts and email blasts.