Art Direction
SRAM's introduction of their revolutionary technology in Force AXS marked a monumental shift in the industry. It transcended the conventional notion of a mere upgrade; instead, it offered a profound foray into the uncharted territory of New Physics. Our campaign concept encompassed a dynamic blend of animation, print, web, and digital elements.

Product launches require an artful blend of inspiration, education, and entertainment to captivate the audience. Consequently, we embarked on a creative journey, partnering closely with Good Fortune Collective to craft the campaign's creative direction, design, and art direction. It was a genuine pleasure to work on this project.
SRAM Road – Force AXS

Art Direction, Design

Creative Direction – Good Fortune Collective
Photographer – Sterling Lorence

© Benjamin Smith 2023

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