Lead project
Flamingo
In-house go-to-market imagery for Cane Creek’s pink limited edition of the Invert Gravel fork and eeWings cranks.
- Role
- Deliverables
- Context
- Made in my role as Brand Marketing Manager at Cane Creek Cycling Components
- The ask
- Launch a limited run of the Invert Gravel fork and eeWings cranks in pink, built from a brainstorm with the product marketing manager.
- The idea
- Let the Flamingo name lead the creative and the copy: a gravel rider fresh off a big ride, soaking up south Florida sun with an Aperol spritz. Shot at 185 King St in Brevard, NC, beside a vintage Airstream.
- The challenge
- Turf in mismatched shades and an Airstream that competed with the bike. I reset the scene mid-shoot to bring the bike forward, and used white poster board as bounce for fill light.
- The lesson
- No shot list going in, so time went to reframing on set. Tuxedo got a full shot list and call sheet because of it.
- Outcome
- Launch results available in conversation.
Studio frames carry the product detail. Backyard frames carry the feeling: an Airstream, a strip of turf, a flock of lawn flamingos and a cold spritz.
Same parts, two worlds: a backyard set for the story and a studio set for the spec.