Just because you can, doesn’t mean you should. This was the crux of the position SRAM has taken in regards to not incorporating electronic features into their components, a move many of their competitors have already made. Working with Victors & Spoils, SRAM solicited concepts that could be executed in any and all formats. I focused my approach on the disconnect consumers have from the material world and how adding more electronics to cycling creates another layer of insulation between the cyclist and the joy of the mechanics that is a cornerstone of the cycling experience.
Overall, I submitted concepts for guerilla marketing campaigns, short form videos, and print comps, but the V&S process does not allow them to tell me which concepts worked for them. However, below is my personal favorite. In exchange for my work, SRAM and V&S sent me a bike. A really, really, really, nice bike.
Overall, I submitted concepts for guerilla marketing campaigns, short form videos, and print comps, but the V&S process does not allow them to tell me which concepts worked for them. However, below is my personal favorite. In exchange for my work, SRAM and V&S sent me a bike. A really, really, really, nice bike.
