I unfortunately designed/produced, wrote, and shot nearly almost everything on this page out of necessity although I was fortunate enough to have had some great contributors on a couple of the pieces (talented people are always busy). Without their involvement, it would not have been a worthy portfolio piece.
- 8.5×5.5 horizontal booklet: this piece was developed with the founder of the company in about two-weeks. The booklet was designed to be distributed to dealers and distributors to communicate RT’s role as it relates to Brembo.
- Bi-fold brochure: developed as a sales handout to off-road race teams to highlight the competitive advantages over the competition. This piece was turned around in about 2-days.
- “From 100 to 0 km/h”: a print ad developed for international dealers utilizing the Brembo style guide.
- 300+ images: Brembo Performance and Brembo Racing product photography.
- Marketing objective: all the other brake brands shot their product with the caliper and disc separately, or they had it balanced atop the disc out of ease of shooting. In order to further fulfill our service value, we had a special jig designed and built, so that we could have the discs mounted in a leading position (it is either “trailing” or “leading”). Having the correct clocking position would help to further communicate and educate our dealers, distributors, and end users on how a real brake system looks like when installed on a vehicle since a caliper is never mounted in the 12 o’clock position, but it is either at a roughly 3 or 9 o’clock position.
- Post-production: for Brembo Performance, I had done some color correction and minor post touch-up, but we decided to leave Brembo Racing in its raw state. *We outsourced clipping paths (thanks Freddy).
- Sidenote: previous images of the machining marks created during the CNC machining of the billet had been Photoshopped out by the previous creative because they thought it distracted from the images, but they should be left in because it exemplifies the technical expertise of producing a product of this calibre.
- Test cards: These were cards we comped on a gang-run press because the actual card had an embossed front with an aqueous soft-touch laminate.
- Developing the RT look and feel: programs and staff had changed over the past five years, and so the card designs had to be changed too.
- Style guide: another comp where we had used the early packaging designs that Italy had been doing for the new Brembo Performance systems.
- Results: the sales staff was really skeptical about having new cards, but once they got them and started to distribute them they became a conversation starter. The reason for that is that I chose to use an Aqueous soft-touch laminate. The RT logo itself was embossed (white on white).
- Advertisement (left): the marketing objective was to establish Axial as the leader of R/C rock crawlers. The print ad was run every other month for six-months to stake Axial’s claim as the first to come out with a rock crawler because several competing companies were following suit with their own rock crawler.
- Event poster (right): annual event that utilized the newly established Axial style guide.
- Marketing objective (the 1st ad was on the right, the 2nd on the left): I was given the task to try and buy our product development team at least 6-months till they could develop, design, and produce a new product. My solution was to run a print (this industry was a slow adopter to digital) and digital/influencer campaign. As to how it was received, well, this is the ad that everybody probably remembers Axial for because every R/C company had always included a shot of their product, so I made sure not to have one which created a ton of buzz.
- Creative brief: I wrote one to develop the illustrations we were looking for. From that brief, the very talented dudes over at Soup Graphix in San Diego, CA were able to come through with these illustrations and several more not pictured. The images were shot by Dan V.