Spyder’s strategy had to support multiple business goals, like sales targets and retail partnerships, but it also had to be culturally sensitive. We designed and executed this campaign while sitting in our respective households in the middle of the global pandemic. Pulling together product samples, photo and video shoots, athlete appearances, and various rounds of feedback was a constant uphill battle.

The creative solutions were derived from low-fi street art. We wanted this campaign to have authentic retro appeal while drawing inspiration from the trending resurgence of indie-sleaze. It was an intentional decision to target younger audiences but our research showed us that Spyder's high-fi marketing and expensive price points didn't resonate with entry-level consumers. The result was carefully crafted imagery that took the stylings of Gen Z and crossed it with high end production. Like the nature of the partnership trifecta, the marketing was rooted in unlikely combinations of seemingly disparate components.

We created different sets of assets for different audiences and different partners while maintaining consistency in our creative direction across the campaign. Our team hosted photo shoots in busy metro areas to feed social and digital channels. The imagery involving Spyder athletes, however, was designed to be more evergreen. Those photos were shot specifically for printed retail applications that could double as digital assets when necessary.

Ultimately, the success of the campaign came from the success of the athletes at The Games. It was fun to see hard work on display, but it was rewarding to see athletes and fans alike, sharing an experience bigger than any one individual. Our strategic marketing plan helped to elevate the partnerships, products, and consumers on a global level, and I'm proud of the diverse and holistic assets that were created.