HAMMERHEAD KAROO LAUNCH CAMPAIGN
PRODUCTION
When launching a new cycling computer to a highly concentrated market with dominant players, a whole new approach to imagery was required. I abandoned the usual “train and pain” photo direction and opted instead to tell a visual story of exploration. The drone POV tells a wherever-the-road-may-take-you narrative, emphasizing the product’s ability to map a ride and allow the pilot to connect with his or her terrain.
