Specialized Bicycles: Gravity Collection
My Role
Copywriting | Design
To support the launch of Specialized’s new downhill collection, I developed messaging for their global campaign and crafted designs for a pop-up shop at the 2022 World Cup.
The campaign features world champion downhill cyclists: Chris Grice, Isabela Yankova, and Finn Isles.
Creative Direction: Ty Modzeleski & Zack Teachout
Design Support: Craig Sprecher
Studio: Hovercraft Studio
Campaign Messaging
I created a messaging matrix and manifesto that was applied to ads, a look book, e-commerce, email campaigns, and more.
The copy leverages a rebellious tone to appeal to downhill cyclists challenging the boundaries of speed.
If you want to see the copy out “in the wild” keep scrolling! However, if you want to take a deep dive, check out the doc below.
Feature Film
I wrote the narrative and captions for the Gravity Collection featured film, which was highlighted on their website and social media. You can check out the full cut here.
Look Book
I also crafted copy the for the Gravity look book, which was shared with press and influencers ahead of the collection launch. You can read it here.
Pop-up Design
I helped develop the badging system, poster/zine, and merch for the Specialized Gravity Collection pop-up at the 2022 World Cup in Lourdes, France.
