Kawasaki
Developed and led creative campaigns with AD partners for new vehicle models, handling all copy needs during the life of the campaign. This included—pitch decks and presentations, campaign taglines, video concepts, video/radio scripts, print ads, email, social, native ads, .COM assets, paid media, and more. Copywriters were given ownership over their campaigns, from creating and editing pitch decks, to driving presentations with client. In addition, copywriters performed live copy audits during domestic, European, and Latin American product launches. Enjoy!
Campaign No. 1
DESTINATION: EVERYWHERE
With DESTINATION: EVERYWHERE as our tagline, our supporting copy should go the distance.
They say, ‘two wheels can take you anywhere’, and that’s the message this campaign rallied behind. Without getting lost in the tech weeds of motorcycle idiolect, this bike was built to be the end-all multitool of the itinerant rider—capable, comfortable for miles, and easy on the eyes. When building out my concept decks, I chose three lanes with distinct focuses: performance, shared experiences, and the spirit of adventure.
Ultimately, the active campaign seen today includes bits and pieces of each concept, and I couldn’t be happier with the end product. Inspired by gold-eyed treasure hunts, Indiana swinging from a fraying rope, Tintin and his forever-timely terrier Snowy, single engine airplanes in stormy skies, sprawling horizons, oak desks piled with volumes and maps and a compass that tends to deviate east a few degrees, and destination: everywhere.
Two wheels.
Two million fans.
Campaign Video
From scripting, to storyboarding, to many, many, many rounds of revisions from client, the launch + tech videos seen below are the offspring of a hellbent team running laps around the clock to meet deadlines that never seem to sync up with reality. Nevertheless, the result is a pair of open-road opuses that bring every piece of campaign creative to life.
Campaign No. 2
GET OUT AND PLAY
GET OUT AND PLAY
Saying that riding a motorcycle is fun is like bringing beer to a brewery. So how do we say it over and over again, but make it feel like it’s the first time we’re saying it? Let’s think about this. Who are the gatekeepers of fun? Kids. What do kids do when they’re not stuffing fingers into electrical sockets? They play. Why can’t adults play? They can. And we all want to feel like kids again. When I snuggle my weighted blanket at night, I’m emotionally cleaving to an innocence lost long ago.
There we go! Now, motorcycles are so fun to ride, it’s like being a kid all over again. Throw in a dare-devilish Kawasaki ambassador to make jumping through trees look like a Sunday stroll, and you have a campaign oozing with family-friendly fun. The truth is, sometimes simple is better, and when it comes to riding a motorcycle designed for the trails, fun is what it’s all about.
Campaign Video
See the dare-devil in action! Axell Hodges is one of many Kawasaki ambassadors, and he was the perfect fit for a campaign video inspired by ‘single take’ action spots filmed with FPV drone pilots through feats of precision that will leave even the casual observer impressed.