Creative Direction and Design
Creative Direction and Design
My writer and CD friend John Zilly and I have done work for Cirrus Cycles who make the Kinekt brand of vibration dampening seatposts and stems for bikes. We had created their previous campaign idea prominently featured on their packaging that said “Goodbye Rough. Hello smooth.” It got the idea across but when it came to refresh things, we wanted to hit harder on the emotional benefit of having that smoother ride. Since I personally had ridden thousands of miles on their seatpost I could tell you that it allows you do more riding, and if you love riding, then you can love riding more. The graphic treatment made the idea more sticky, figuratively and literally. Ad ideas, packaging, and other collateral were all part of the final deliverables.