We spend our lives in containers. Our houses, our cars, and our favorite locales. But modern rebels are looking to expose themselves, in search of authenticity. An authenticity that can be found on an open highway, on a custom motorcycle, completely free. This campaign and giveaway was all about the chase for inspiration, capturing it and expressing it, highlighting the experiences that these bike builders, and the audience, gained along the way.
We selected four high-profile, custom bike builders from across the U.S. to building custom bikes that drew their inspiration from "rebellion." Each builder brought their own unique viewpoint and style proving that rebellion is different for everyone, even amongst a small group of custom bike builders. The builds were documented and the finished bikes revealed on Rebel Yell's social channels. After which, the builders rode their bikes to Sturgis where they announced the winners.
The giveaway was so effective and garnered the brand so much attention that Rebel Yell is doing it all over again this year, but with six bike builders instead of last year's four.
Myself and a copywriter were responsible for the initial idea which we then presented and sold through to the client. I was responsible for all graphic design and branding as well as art direction of video production teams, photographers and other outside resources that were brought in to manage the ride to Sturgis.
- Project Roles
- Art Director, Designer, Letterer
- Rebel Yell Bourbon
- Adobe Illustrator, Adobe Photoshop, Art Direction, Content, Creative Direction, Design, Digital, Documentary, Editing, Film, Integrated, Location, Maintaining Schedules, Management of Teams 1-10, Print, Radio, Reality, Retouching, Social, Traditional / Hand-drawn, Travel, Type Design, Wrangling - Celebrities
- Advertising, Apparel, Brand Guidelines, Branded Content, Budgets, Commercials - Video, Documentaries, Events, Lettering, Logos, Microsites, Mood Boards, Motion Graphics, Photographs, Photography, Retail Designs, Short Films, Social Media Content, Timelines, Typography, Visual Designs, Websites
- Project Industries
- Advertising, Wine/Spirits