nina eleanor alter — oldsite ≤ 2009

This was Fox Motocross' first major campaign to not feature a rider, in either many years- or, ever.
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Star rider Jeremy McGrath (at the time, the up-and-coming Michael Jordan of motocross) had just signed with competitor brand No Fear, leaving Fox after many, many years building a brand-relationship in the public eye, similar to that of Nike and Michael Jordan.
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The campaign's simple goal was to not appear "like total losers" after the high-profile departure of a star rider, and with fans expecting marquee placement of Fox advertising in multiple magazines. Fox ads in moto mags, at that point having become as ubiquitous as Chanel advertising in Vogue.
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Choosing to execute close-up, strong, powerful imagery highlighting Fox's superior product-design, with a clean and modern aesthetic among the visual clutter of moto-mags seemed like a no-brainer.
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The campaign hit the ball out of the park, sales-reps were ecstatic, and we ended-up looking pretty kickass- and not like losers at all- for the 2 years that the product-based campaign built around the above design direction, ran, while the team re-built it's superstar power.