SURLY MOONLANDER
SURLY MOONLANDER
I led the development of launch assets for the Surly Moonlander, collaborating closely with the Creative Director and Marketing Team to craft a visually striking campaign. The concept showcased the bike's unique capabilities within an 'otherworldly' narrative, blending creative storytelling with bold design. I took charge of defining the overall campaign style, designing key visual assets, and enhancing campaign photography through advanced Photoshop techniques. Additionally, I managed file preparation for seamless handoff to stakeholders, ensuring a polished and cohesive final product.
Moonlander Launch Social Carousel
Given the niche nature of this bike, our team was focused on making it stand out to both customers and dealers. To build excitement, we created a dynamic Dealer Hype Kit, distributed to bike shops that preordered the Moonlander ahead of its launch. I played a key role in designing these engaging assets, strategically crafted to generate buzz on social media without revealing too much. This approach amplified anticipation, strengthened our dealer relationships, and positioned us to drive increased pre-bookings for future product launches.
The dealer kit included a “Top Secret” intro letter explaining the campaign in more detail, 4 product cards, a unique campaign patch, illustrated instructions for creating a tinfoil hat, and, of course, tinfoil.
Dealer Kit Product Cards - Front & Back
