projects

 

creative production, ideation, and development. usually with a side of product.

 
 

SCARAB CYCLES BRAND

SCARAB CYCLES

Colombian cycling is storied because of its riders - not its bicycles. When I started working with new Colombian bike manufacturer Scarab Cycles, I was tasked with changing that, as well as developing a more inclusive, accessible premium bicycle brand. It was a top-to-bottom effort, encompassing everything from branding to product design/marketing to PR, as well as driving business development abroad.

  • Developed all brand guidelines and logo treatment

  • Led content production, editing, and delivery

  • Owned all aspects of product marketing, including email and social campaigns

  • Led media/PR/strategic partnership outreach

tap screen grabs for full content below.

 

SRAM RED ETAP LAUNCH

ABOVE CATEGORY

For 110 years, bicycle gears were shifted with cables and wires. In 2015, cycling industry giant SRAM made it all obsolete with the world’s first electronic wireless drivetrain, RED eTap. It was a monumental shift in bike tech. I convinced the billion-dollar corporation to send me a prototype before the media to make a splash for Above Category, oft-considered the world’s most-exclusive cycling retailer. Given the immense level of secrecy surrounding the launch of the system, this was a feat! And we drove the rest of the bike world nuts by swapping the same parts between the three bikes, giving the impression that we had gotten our hands on three sets of parts. It was fun.

  • Directed design of three launch bicycles from three premium manufacturers

  • Produced/edited/wrote launch content, including world’s first eTap review, social/email marketing and follow-on campaigns

  • Interfaced with strategic partners and PR outlets for maximum impact

 

ONEMORELAP

CHPT3, PARIS-ROUBAIX

The hardest one-day professional bicycle race on Earth was 72 hours and eight time zones away, and I was tasked with launching a CHPT3 capsule collection based on the storied event, Paris-Roubaix. Focused on not sleeping, I directed and produced the comprehensive launch/campaign. CHPT3 doubled its email database overnight - a prime example of seizing opportunity in a short time window.

  • Curated, edited, and created all launch content

  • Interfaced with agencies to time PR rollout

  • Produced and executed email and social campaign

  • Created successful follow-on growth marketing campaign

 
 
 
 

THE ESCAPE FROM LA

TREK BICYCLES & ABOVE CATEGORY

Imagine being tasked with selling a Ford in a Ferrari showroom: I launched the world's largest bike brand (Trek) at the world's most exclusive cycling retailer (Above Category) in a very unorthodox manner - at least, unorthodox for the time. To prove Trek’s viability in an elite cohort, we grabbed three of their top-flight road bikes and took them on/off-road during a grueling five-day ride from Los Angeles to San Francisco through the Central Coast mountains, documenting the trip in words, images, and video.

  • Directed, produced, and wrote all content

  • Handled all PR/media/strategic partnership relationships

  • Produced social/email marketing campaign surrounding launch