ABSTRACT
dominant for decades
The Kawasaki KX is the most accomplished brand in the history of motocross and supercross. Many of the sport's legends—including 9-time champion Ryan Villopoto—rode KX from the amateur ranks all the way to superstardom.
Our brief was to position KX motorcycles as the tool that helps young amateurs and seasoned pros alike top the podium and take home championships, using the race team's championship legacy and 40 years of mechanical and technological innovations as proof.
We dubbed KX The Bike That Builds Champions.
I wrote all ofthe content below (and frankly, a ton more) over the span of multiple years.
Solution
THE BIKE THAT BUILDS CHAMPIONS
Executions included several launch videos across the product line over multiple years, a brand book celebrating KX's place in history, interactive tools and experiences, a three-part documentary series, print, point-of-sale, social media content, and event-based marketing.
video
A sample of brand videos I wrote over three years of this campaign.
"the champ" [broadcast]
"a better bike" [broadcast]
KX BRAND MANIFESTO [web/social]
"The bike that builds champions" [broadcast]
brand book
This award-winning brand book was created in the first year of this campaign (2013) and has served as the foundation for the KX brand ever since. The basic concept: History repeats itself; Kawasaki wins.
INTERACTIVE & SOCIAL
I also wrote all interactive and social for the campaign, including the original "vehicle experience" (below) that served as a valuable resource for riders of all kinds. I also travelled the country from race to race, documenting with real-time photo and video content.
RESULTS
a legacy is never finished
Developed in 2013, this campaign has continued well into the future as a rock-solid brand platform for Kawasaki KX and the Monster Energy/Kawasaki Race Team. It won multiple awards and has served as the standard for motocross brand marketing ever since.
CREDITS
AGENCY: FUSE
Executive Creative Director: Stefan Drust
Group Creative Director: Mike Berg
Art Director: Brett McMillan
Designer: Jake Parrish
Interaction Design: Erick Correa
Senior Copywriter: Jonathan Miller
Senior Copywriter: Trey Ho
Motion Graphics: Eric Liss
Motion Graphics: Jun Kwak
Video Editing: Billy Kosta
Video Direction: Drew Bacharach
Video Direction: Tim Logan