PAS NORMAL STUDIOS : MECHANISM PRO
I partnered with Pas Normal Studios to launch the new Mechanism Pro collection globally. Through the campaign we needed to prove to the dedicated cyclist that Pas Normal Studios is capable of creating peloton ready Pro cycling apparel that will advance their speed in the race. And in doing so change the perception of consumers and the most elite in the sport towards the brands innovation credibility.
The idea ‘A New Calibre’ set out to dramatise through art direction, TOV and sound design how Pas Normal Studios has gone beyond the fastest cycling performance apparel to date, through the design and engineering of the pro race optimized Mechanism Pro.
I don’t usually share a campaign ‘guide book’ as a demonstration of my work and the aesthetics of a campaign. But this project for Pas Normal Studios required an approach that employed some of the things I do best. And I’m proud of the ideas, art direction, design, and copywriting that I was solely responsible for.
Within the campaign asset library I also wrote, produced and co-directed moving image assets to feed the insatiable appetite of the Pas Normal Studios community on Instagram. Sparking interest via a teaser, building awareness through a longer hero film, and eventually driving consideration through 3 x innovation films that explore the specifics of Mechanism Pro’s features in more detail.
And it’s always sooooo good to see the campaign assets in play, and in situ within retail.
