Art direction for a micro-site campaign showing Fox's appreciation for their loyal customers.
As a brand, Fox's business is heavily reliant on a core audience that loyally follows and consumes their products. In order to acknowledge their base, they wanted to pay tribute to them, while bringing awareness to their newer categories like surfing, wakeboarding, and BMX. Fox was becoming more of a lifestyle company at this time, so they needed to be represented as a more dynamic brand than a motocross accessories company. To do this, I created a few different art directions for a micro-site that was intended to tell the stories "beyond the ride." Our team came up with the concept to illuminate the dedication, passion, comradery and stories behind these sports. This was an opportunity to show more lifestyle content of their team as well as showcase some of their followers in-line with their team to show that they were' really all the same at the core. Unfortunately, the project was scrapped due to an acquisition.