(Industry)
Automotive
Art Direction
Graphic Design
Campaign
Making three wheels the point, not the problem.
[Situation]
01
Nobody buys a motorcycle off a spec sheet. They buy it for who it makes them, which makes bikers the hardest audience in consumer marketing to move. Can-Am was bringing them a machine with three wheels. The Spyder was more stable, more powerful and better engineered than most of what it would park next to, but it had an extra wheel and the wrong silhouette, and at a glance it read as a compromise. That is the one thing a motorcycle cannot be. The product was ready. The category had already decided what it thought.
[Solution]
02
We launched the Spyder brand and built the full campaign style across print, digital and broadcast. The work leaned into the thing everyone was going to notice first rather than designing around it, treating three wheels as an engineering decision instead of a shortcoming. Every execution had to earn respect from an audience that would dismiss it on sight, so the tone stayed closer to performance machinery than to lifestyle advertising. The Spyder went from an odd-looking compromise to an object of desire.
