Role: Creative Director, Copywriter, Concept, Project Manager
Artist: Nico Sclater (Ornamental Conifer)
Photographer: Geoff McCarthy
Video: Wyatt Seaverns
Online: Alpinestars Web Team
In May of 2015, I directed a special project to help support the launch of Alpinestars' new Oscar line. To bolster the launch of the brand, we commissioned artist and typographical wizard Ornamental Conifer to produce a custom Alpinestars Oscar jacket and an art print. We then ran a 2 week online sweepstakes, giving away the jacket, an original painting, and 200 art prints. The contest received thousands of entries, generated significant awareness of the Oscar brand and increased web traffic 50X to the Oscar site.
DEATH SPRAY CUSTOM X ALPINESTARS "ANATOMY SUIT" 2011
Role: Creative Director, concept development
Artist/Designer: David Gwyther (AKA Death Spray Custom)
Exploring the relationship between protection and the human body, Alpinestars and artist Death Spray Custom (DSC) collaborated to create a unique and visually striking race suit. The “Anatomy” suit, designed by London-based Death Spray Custom (AKA David Gwyther) was hand built in Alpinestars’ race factory in Northern Italy as part of a continued effort to fuse art, design, technology, and racing. In 2011, Alpinestars invited DSC to their European headquarters to consult with technicians. The meeting prompted the collaborative development of a protective suit, with an artistic agenda. Gwyther, who frequently draws from motorsports and all forms of transportation for inspiration, is an avid motorcyclist and all-around bona fide gear head. He saw this partnership as new medium and canvas to apply his craft.
The Anatomy suit features a variety of bovine and kangaroo leathers, which were carefully selected to achieve the texture, color and effect of a traditional anatomy model. A red (as opposed to black) mesh liner was selected to further emphasize the anatomy theme.
HOUSE INDUSTRIES X ALPINESTARS "KENTUCKY KID" PROJECT 2010
Role: Concept development
Designers: Rich Roat, Ken Barber (House Industries)
The Alpinestars/House Industries "Kentucky Kid" project came together in an unprecedented union of typography, lettering, design and racing. House Industries is a legendary typography and design firm with a keen understanding and appreciation for all things fast and motorized. House was eager to assist when MotoGP athlete Nicky Hayden needed a graphic update to his famous “Kentucky Kid” moniker.
DEATH SPRAY CUSTOM "HEAT SIGNATURE" LIVERY FOR NELSON PIQUET JR. 2012
Role: Creative Director/Concept Development
Artist/Designer: David Gwyther (AKA Death Spray Custom)
Driver: Nelson Piquet Jr.
When NASCAR driver Nelson Piquet Jr. requested assistance in designing a unique livery for his NASCAR Camping World Truck Series truck in 2012, we brought artist David Gwyther (Death Spray Custom) in for the task. DSC's unique artistic approach and ability to reinterpret the aesthetic of racing made him the ideal collaborator. In addition to the truck livery, DSC created a custom design for Piquet's race suit, which shared the vibrant color palette and heat signature motif. To complement the project, a T-shirt was created and a paper model of the truck was made available as a downloadable file.
CLAW MONEY "BREAST CANCER AWARENESS" LIVERY FOR NELSON PIQUET JR. 2012
Role: Creative Director/Concept Development
Artist/Designer: Claudia Gold (AKA Claw Money)
Driver: Nelson Piquet Jr.
Following the success of the DSC project, Nelson Piquet Jr. sought my assistance in creating a special design for his truck to support Breast Cancer Awareness. We recruited a legendary female graffiti artist to create something memorable. Claw Money is the most prolific female graffiti artist in history and she leapt at the opportunity. The project not only explored the relationship of racing, branding and art but also raised over $12K for breast cancer research and treatment. In addition to Nelson's truck and racing suit, Claw designed a limited edition T-shirt and diecast models of the truck that were sold via online auction. 100% of the proceeds were donated to charity. The project generated significant press among both racing and lifestyle media.
