Role: Copywriter
Art Director: Geoff McCarthy
Print, video and web campaign to explore the technical detail and intensive development of Alpinestars product. Communicate that the process of development and research is what renders the perfect product.
ALPINESTARS "TOURING" CAMPAIGN 2012
Role: Copywriter
Art Director: Mike Hiskey
To evoke escape and adventure we used this copy against environment and product images. The tag "Travel More Roads Less Traveled" summarizes the intention of touring and adventure riding: Exploring off the beaten path, escaping via the roads less traveled.
ALPINESTARS "RACE ON SUNDAY" CAMPAIGN 2010
Role: Copywriter
Art Director: Geoff McCarthy
A reinterpretation of the old racing/auto industry saying "Race on Sunday, sell on Monday." A phrase that was used to justify car manufacturers investing in racing to sell cars. In this context, the phrase was reworked to emphasize Alpinestars technology and its use of racing as a development platform for consumer product.
ALPINESTARS "VILLOPOTO" 2013
Role: Copywriter
Art Director: Geoff McCarthy
To celebrate Ryan Villopoto's 2013 Supercross championship and acknowledge his unconditional sacrifice and commitment, this simple text was placed over a poignant, pained image of Ryan after he clinched the title.
ALPINESTARS "SO FAST" CAMPAIGN 2011
Role: Copywriter
Art Director: Geoff McCarthy
A double entendre to celebrate young Motocross phenom Adam Cianciarulo's immense speed as well as his coming of age.
ALPINESTARS SUPERIOR CAMPAIGN 2012
Role: Creative Director, Copywriter
Art Director: Mike Hiskey
A bold and confident message to emphasize Alpinestars' superior product and design. Simple yet provocative text and imagery allowing the message and product to speak loudly in the most transparent way possible.
ALPINESTARS "STAY IN IT" CAMPAIGN 2012
Role: Copywriter
Art Director: Mike Hiskey
Stay In It is a mantra. It is a literal and figurative reminder that through conviction, commitment and perseverance, comes great satisfaction and achievement. Things get squirly… Stay In It. Barrel about to crash overhead… Stay In It. Life tests you... Stay in it.
CATALOG COPY: INTRODUCTION TEXT FOR ALPINESTARS MX AND MTB CATALOGS 2013.
Role: Copywriter
Art Director: Mike Hiskey
Cover page copy written for Alpinestars 2013 Motocross and Cycling product catalogs.
