Specialized Gravel Campaign

This is one example from a broader body of global retail campaigns I developed throughout my time at Specialized. I chose the Gravel campaign because it demonstrates how I approached campaign strategy, storytelling, and scalable retail execution.

At the time, product launches were often approached individually, with each bike or piece of equipment having its own story. I saw an opportunity to take a more holistic approach: tell the story of the gravel experience first, then show how each product could play a role within it.

I developed the retail strategy and creative direction for a global gravel campaign designed to make the category feel more approachable, inspiring, and relevant to a wide range of riders. The campaign connected bikes, equipment, technology, community, and education to create a more cohesive story across the retail environment.

I built a flexible framework around two goals: inspire riders with the possibilities of gravel and help them understand the products that could support their experience. The system could then adapt across different retail formats and local markets.

I led the strategy and creative direction, working with global creative, product, and retail teams to translate the concept into a scalable system for local execution.