Ruby Bike Launch

With the launch of the new Roubaix bike came the launch of the Ruby (essentially the women’s version of the same bike). The campaign for Roubaix—Every Road has its Roubaix—didn’t really work for Ruby. I was tasked with coming up with a campaign that could live beside the Roubaix, but have its own feel. Ruby has its obvious connections to Ruby clicking your heels and being home, so I used this motif to tap into the idea of the one place you can escape to on your bike can feel like home. The campaign included retail, social, print, and a web presence that was less ‘here are the features of the bike’ and more ‘this is what it feels like to be home on your bike’.

Read story >

Ad copy

[Product Launch Ad]
The desire to go back is always there. Back to the place
where you are truly comfortable—free to be yourself,
speak your mind, invite people in, or simply close the
door to it all. You live here.
There’s no place like home.

[Ad for Refresh]
Voices carry and emotions run high. There is love,
and sometimes hate. There is joy and occasionally anger.
But in the end, there is always acceptance. Of who
we are and what we are capable of. I grew up here.
There’s no place like home.