This was concept work for Specialized Bikes. In an attempt to shift the focus of the brand towards the experiences related to life on a bicycle, and creating an world in which the rider, and the connection they have with Specialized products is at the core. From user experience to editorial language, everything was used to reach this same goal.

All content and images are FPO and where not intended for production, but only proof of concept.

Agency: Goodby Silverstein & Partners.
Copywriting: Roger Baran
Art Direction: Sam Luchini
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