Role: Art Director

Client: Suzuki Motorcycles of America

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For this campaign, we were asked to evolve the messaging of the superior control and handling of the RM-Z from the 2016 "Control Freak" campaign. For "Control Freak", we spun a negative term into a positive, ownable positioning statement for the bike. For 2017 we pushed the concept, juxtaposing the meaning of statements such as "Out of Control" or "Can't Win 'Em All" by crossing out the 'negative' portion, and owning the positive, action-oriented remaining statement. The messaging left us with a story that empowers the rider, giving them confidence in the reliability and superiority of the bike and it's handling.

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Visually we utilized textured, heavy paint streaks to further emphasize the purposeful crossing out of the negativity in our phrases. Additionally, we used the brand's yellow to own and attribute the positive, action statements to the bike.