PROVE CAN’T WRONG

Rockshox spawned a new breed of mountain biking when they created the first suspension fork, at a time when naysayers believed “it can’t make up for the added weight.” Since day one, proving “can’t” wrong has fuelled riders’ progression and inspired RockShox’ innovation. This campaign explores what “can’t” has done to shape the face of mountain biking.

Campaign concept
Writing
Art direction
Video Production
Digital Product Launch
Custom Typography
Product Photography

 
 
 

 
 

 
 

THE BOOK OF CAN’T – VOLUME 1

To fully realize the campaign, we transformed the product catalog from a list of product tech specs and SKUs into a richer brand play. We filled it with race stories, a manifesto, multi page interactive product reveals, an entirely new product matrix, and gave the reader an experience that painted a clear picture of what RockShox stands for, and where they are going.


 
 


 
 

UNPROVEN. EXPENSIVE. DIFFERENT. A RECIPE FOR SUCCESS

When RockShox challenged us to launch their new RS-1, a high-priced fork geared towards elite racers, we had our work cut out for us. We needed to convince bike manufacturers and riders to take a chance on an all-new design, with no budget for paid media.

 
We used Facebook in a way as innovative as the RS-1, by turning our launch into the world’s first Newsfeed Jigsaw Puzzle. Truncated crops of the unknown product were posted, gradually transforming the newsfeed into one connected visual.
 

SOMETHING WORTH TALKING ABOUT

Using just six carefully orchestrated posts, we captured the imagination of the industry and earned RockShox their most engaging digital campaign ever.

Fans commented, shared, and speculated on the nature of the product. As the campaign progressed, the online conversation surrounding RockShox’s mystery product exploded and mainstream mountain bike media started covering the campaign. All eyes turned to Facebook in anticipation of what was coming next.


 
 

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INTERACTIVE PRINT.

On consecutive pages, we transformed RockShox’ Boxxer double crown fork, into a single crown Lyrik – reinforcing its downhill capabilities.