CHALLENGE: Brand, support fundraising and launch Mission Bicycle’s newest model, which introduced integrated front and rear lighting into the original customizable bike (and was originally intended to include GPS).

SOLUTION: Mixing the tech of silicon valley with the sleek visuals of Detroit, I proposed an “upgrade” themed campaign to reinvigorate consumer interest and introduce the new bike as a revolutionary leap that stayed true to Mission Bicycle’s custom design, hand-built roots. I wrote and directed the mixed media spot, which starts with breaking apart and re-imagining the bicycle, highlights how seamlessly the new features integrate with the existing bike, and ends with portraits of real life customers showing off their bikes on color backdrops.

To top it off, we branded the bike the Lyra, naming it after the harp shaped constellation steeped in mythology of Orpheus, who used his lyre to warm Hades’ heart, bringing light to the dark of night.

ROLE: Creative Director, Director, Executive Producer