Goal: To advertise Alpinestars protective gear in a way that makes the risk of riding without it feel real and personal.
Outcome / Opportunity: With no set strategy, the brief allowed for a conceptual image-led approach. Since existing Alpinestars advertising leans on speed and performance, the opportunity was to focus on what the gear actually protects. Each execution pairs an exposed body part (full skeleton, hand, skull) with its exact bone count, split alongside the corresponding gear.
Skills used: Skills were used through Adobe Photoshop and Illustrator, editing, blending multiple images to create one and typography hierarchy. Careful attention was paid to ensure the campaign read as one cohesive system rather than three separate ideas.
Execution 1: A motorcycle helmet reveals a skull inside its visor, sitting atop a length of exposed spine. Paired with "1 skull, no spare, protect it." delivers the campaign's sharpest, most direct message that there's no replacing this one.
Brand: Alpinestars
Product: Alpine products.
Target Audience: Not specified.
SMP: Image based in a unexpected way
Media: OOH (Not specified)
Project overview:
Execution 2: A full skeleton is split down the middle to reveal a rider fully suited in Alpinestars gear. Paired with "206 bones, one chance to protect them." positions the gear as the only safeguard for our body.
Execution 3: A skeletal hand sits beside its gloved counterpart, both mirrored in pose. Paired with "27 bones, one grip, to protect them" it highlights the fine, easily damaged structure of the hand and the role of the glove in protecting it.
