Project: CAAD 12 Print Campaign
Role: Concept, Art Direction and Design
Project Info: I created this campaign to tease the launch of Cannondale's newest aluminum bike platform, The CAAD 12. Cannondale's CAAD line is one of the industry's most revered aluminum bike lines, the name CAAD carries with it a certain weight and expectation that few other bikes have. To highlight the relationship customers develop with there CAAD we decided to dub them the 'Aluminati.' Leveraging insider knowledge, the following ads tease certain major technical advancements found on the new bike, but do so using visual language commonly found connected with secret societies.
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