I Saw a Problem
As an avid mountain biker, I rarely saw other females out on the trails. Why weren't more girls out riding? Why were we letting men dominate the dust?
Insight
Women want to be involved in something adventurous that will build their confidence but aren't sure where to begin.
Strategy
For daring damsels who are searching for a new adventure, Giant gives them the opportunity to find a community based on confidence, empowerment, and a sense of belonging.
DO YOU DARE?
These posters would be placed in sporting goods stores, public parks, by trailheads, and around gyms. Our target market is adventurous-- we would find them where they are.
Giant would host girls’ rides, where they take daring damsels out on local trails.
The Why Behind the Art Direction
Each image depicts different types of trails that people go mountain biking on. I used paint to help the artwork feel adventurous and stand out from the typical style of bike ads. I chose a more rugged typeface and faded it into the illustration just enough so that the first thing you see is the girl biking.
Manager: Sarah StandageStrategist: Lindsey JergensenCopywriter: Savannah ButlerArt: Allison Havey (me)