Pigeonholed as Print
Mostly Interaction
Mostly Visual
When I'm not Doing

Fox Motocross
1999 Advertising Campaign
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Art Direction, Design

Fox Motocross' first major non-rider spotlight campaign, in either many years- or, ever.
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Star rider Jeremy McGrath (Michael Jordan of motocross) had just signed with competitor brand No Fear, leaving Fox after many, many years building a brand-relationship in the public eye, similar to that of Michael Jordan and Nike.
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Not looking like total losers in the dust of being bailed-on by our rider who we'd groomed from the start, and in the heat of all the controversy, a was the simple & key goal of the campaign. Choosing to execute close-up, strong, powerful imagery highlighting Fox's superior product-design, with a clean and modern aesthetic among the visual clutter of moto-mags seemed like a no-brainer.
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The campaign hit the ball out of the park, sales-reps were ecstatic, and we ended-up looking pretty kickass- and not like losers at all- for the 2 years that the product-based campaign built around the above design direction, ran, while the team re-built it's superstar power.