These ads were an exercise to develop a standardized approach for advertising Santa Cruz Bicycles’ “Experience” category – an internal term for a class of bikes that perfectly blends the high-tech from race bikes with features found in more free-ride models. Since these are premium bikes geared towards regular riders, I borrowed inspiration from car ads of yesteryear of Volvo and other European makes that provided functional luxury: clean, inspirational, with a mix of information for those that wish to learn more beyond the imagery.
Printed in multiple markets outside of the US, including Germany, the UK, France, and Australia.
