Sram Mountain



Traditionalists in cycling industry have resisted the digital revolution. They’ve tried to keep mountain biking pure – free of unnecessary gizmos and gadgets. Failing to recognize the possibilities of how digital integration, rider data, and component data enhances the experience. Fortunately, SRAM shares our belief that the way it is, isn’t the way it should be. So when it came time to introduce the world to the digital era of cycling, and an ecosystem of connected components, they tapped GFC to bring it to life.

Product Positioning
Campaign Concepting
Art Direction
Product Imaging




How do you deposition your competitions hyper specialized, discipline specific components? By leveraging the fully compatible nature of SRAM’s components. And with a technology name like Eagle, you introduce the world to an ecosystem of parts that work perfectly together – giving riders the freedom to curate the perfect drivetrain for their bike, and wallet.