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With several new products in the pipeline, I was responsible for the conceptualization of the campaign strategy, ensuring that each product launch was aligned with the brand’s objectives and effectively positioned in the market.
Introduction of New High-end Cycling Shoes
Same product family, two different use cases, one message—Release The Racer Within. This campaign accompanied the launch of Scott's high-end road and mountain biking shoes. The concept centered around the idea that these shoes would awaken and release the inner racer in every cyclist, inspiring riders to push their limits, whether on the road or the trail.
Launch of a Refreshed Flagship Helmet
For the launch of Scott Sports' upcoming racing cycling helmet, I developed the campaign plan and oversaw the creation of campaign assets. Inspired by the helmet's aerodynamic design, I proposed featuring a Scott-sponsored athlete in a wind tunnel to highlight the extensive development process. The campaign's story focused on the behind-the-scenes effort—showcasing the design, testing, and discussions between engineers. I organized and coordinated the video and photo shoots, collaborating with the racing team to bring an athlete into the project. The helmet was successfully launched in the market, with the campaign emphasizing its cutting-edge technology.
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