ESTABLISHING A NEW CATEGORY
PARTNERS
The Corner
Trizz.TV
ROLE
Creative Leadership
RECOGNITION
D&AD Wood Pencil — Animation
01 — STRATEGY
Cannondale has always pushed the limits of performance. LAB71 gave that ambition a new identity.
More than a collection of premium bikes, LAB71 established a distinct tier at the pinnacle of the brand. A commitment to taking the best platforms and refining every detail, from materials and components to finishes and ride experience.
A new benchmark for craftsmanship, innovation and performance.
IDEA
The art of refinement.
OUTPUT
A new performance tier, brand identity and global launch campaign.
02 — THE CAMPAIGN
Chasing Impossible established a creative platform rooted in Cannondale's relentless pursuit of progress.
For the SuperSix EVO launch, Sculpted by Speed, created with Trizz Studio and Partizan, transformed engineering into a study of form, materials and movement.
A celebration of the beauty behind performance.
03 — THE LAUNCH
LAB71 established a new pinnacle of performance for Cannondale,
with the fourth-generation SuperSix EVO becoming its
flagship road platform.
A global campaign spanning film, digital, social, print and retail brought the proposition to life, connecting product innovation with a distinctive new brand story.
ADVERTISING
01 / 04
BRAND DIRECTION / 2025
SuperSix Evo↗
IDENTITY SYSTEM / PREVIEW
CAAD14 ↗
CAMPAIGN WORK / PREVIEW
SuperX↗
MORE SELECTED WORK