Print Collateral
Bold design detail meets technical precision.
In July 2020, while working in-house at Pedla - a brand who resides in Melbourne, we were faced with the challenge to execute a campaign for an outdoor lifestyle brand that usually leans on the epic outdoors for aspirational imagery. Under law in Victoria at the time, this wasn’t possible so we turned our attention inwards.
The BOLD e l e v a t e Collection is designed for high-intensity and hot weather cycling. Featuring sun-protecting Italian microfibre fabrics and heat-welded seams complete with silicone powerband provide grippers, this collection provides comfort in testing conditions. Creatively, this was all about bold technical details, and a sense of movement/editorial photography seldom found in the traditions of cycling. We partnered with Wahoo, who were just launching their complete indoor training bike and shot the campaign indoors with Melissa Cowan. My Responsibilities included assisting our Creative Director with the art direction and concept creation, film making, digital campaigns and paid advertising campaign creation and management.
Organic Social Media
Paid Social Media
Paid Social Media
Measurable Outcomes*
17% increase in new users
43% Increase in revenue
21% Increase in conversion rate
12 x Return on Ad Spend
*Compared to previous 2-week collection launch period.
Responsibilities:
Assistant Art Direction
Film & Motion Design
Campaign Design
Paid Advertising Campaign Creative
Paid Advertising Campaign management and budget optimisation
Print Collateral
Launch Video
Credits
Creative Direction: Marcin Wojcik
Photography: Melissa Cowan
Make up: Maria Gullace
Campaign and Film: Sam Stent
Music and UI/UX Design: Thomas Graham
Models: Zac McPherson Bianca Guest
