PROJECT 02 / 03
BRAND STRATEGY / CAMPAIGN CONCEPT
Cheers to the Brave
A salute to the people who ride all year, turning Cannondale’s all-weather capability into a story about the everyday commuter.
PARTNERS
Cut Media
Sanne Krist
Agata Urbanska
LAB71 / 01
A visual language that finds theatre in the everyday.
4-image carouse
01 — STRATEGY
Celebrate the riders who show up.
City commuters ride through rain, wind and winter. I built the campaign around their everyday resolve, then let Mavaro’s power, comfort and handling earn its place in the story. Cheers to the Brave gave the launch a human angle and a platform for useful seasonal advice that helped riders keep going.
IDEA
Give the everyday rider their due.
OUTPUT
Campaign film, wet weather and commuter content.
02 — CREATIVE WORLD
A weather presenter fighting a storm sparked the idea. We put Sanne through four seasons, with staged weather and a wink to camera.
03 — CONTENT STRATEGY
A story built for every season.
The hero film launched the platform with humour. We extended it into practical wet weather riding and commuting content: kit, visibility, braking and handling, led by a rider who knows the conditions.
04 — APPLICATIONS
Identity, print, and city-scale expression.
01 / LOGO IDENTITY
LAB71®
02 / PRINT SYSTEM
SCULPTED
BY SPEED
03 / OOH
ONE
MORE
SECOND
RELATED WORK
01 / 04
BRAND DIRECTION / 2025
Common Thread ↗
IDENTITY SYSTEM / PREVIEW
New project one ↗
CAMPAIGN WORK / PREVIEW
New project two ↗
MORE SELECTED WORK