CANNONDALE GLOBAL PRODUCT LAUNCH
SuperX
Celebrating a masterpiece that was meant to be thrashed. A global product launch bringing together the beauty of engineering and the brutality of gravel racing.
PARTNERS
EF Pro Cycling
Alison Jackson
ROLE
Brand Strategy
Campaign Direction
Creative Direction
Please Do Not Clean.
This filth is a piece of art.
01 — STRATEGY
Finding beauty in brutality.
Some bikes are so beautifully engineered they deserve to be displayed in an art gallery.
Cannondale SuperX is one of them. An uncompromising gravel race machine, combining aerodynamic performance, lightweight engineering and precision craftsmanship.
But SuperX wasn't designed to be admired from a distance. It was built to win races. To be pushed to the limit, through dust, mud and everything gravel racing can throw at it.
The opportunity was to celebrate this contradiction. A beautiful piece of engineering, with an unapologetically competitive purpose.
IDEA
We've gone all in, so you can go all out.
OUTPUT
A global launch campaign that celebrated the craft behind the machine and the glorious mess it was made for.
02 — THE CAMPAIGN
All In to Go All Out.
A masterpiece isn't always something to hang on a wall.
Featuring Paris-Roubaix winner Alison Jackson, the hero film played with the conventions of fine art and craftsmanship, before bringing everything back to the uncompromising reality of racing.
The contrast brought a distinctive personality to the product story. Beautifully considered engineering meets elbows-out, full-gas competition.
03 — THE LAUNCH
A global launch bringing together campaign films, photography, advertising and product storytelling to establish SuperX as an uncompromising gravel race machine. Engineered for speed, built to chase the top step.
Beyond the launch creative, athlete storytelling and race documentaries captured the raw intensity of gravel competition. From elbows-out racing to the grit, determination and personalities that make the sport what it is.
Taking the story beyond the professional peloton, a community-led campaign concept invited riders to share their own post-race masterpieces. Mud-caked frames, dust-covered components and the glorious aftermath of going all out.
A masterpiece of engineering.
Made to get absolutely filthy.
CAMPAIGN CONTENT
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BRAND DIRECTION / 2025
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